El meme, instrumento político de comunicación viral en la campaña presidencial colombiana 2018

Abstract

This study analyzes the characteristics and frames (visual and textual) of memes shared on Twitter that became forms of political communication in the 2018 Colombian presidential campaign. Using multimodal content analysis and taking into consideration variables such as virality, humor, media frames and users´ intention, 358 memes were analyzed to evaluate the most effective ways to spread political memes on that social media platform. Results show a tendency to attack the weakness of the opposite candidate rather tan to defend the ideas of the own candidate.