Iconic Extensions and Memetic Audiences: The MAGA Hat as a Site of Conflict in the US Public Sphere

Abstract

This article introduces the concept of ‘iconic extensions’ and explores the phenomenon of the Make America Great Again (MAGA) hat as a highly recognizable and controversial political symbol in the United States of America. By focusing on audience engagement of wearers and critics alike, it expands the understanding of political discourse beyond the actions of individual leaders and emphasizes audience agency. Drawing on cultural sociological perspectives, the author argues that iconic extensions are materially condensed and accessible forms of iconicity that allow audiences to actively participate in the creation and dissemination of symbols. The creative adaptation of iconic extensions such as the MAGA hat facilitate memetic acts, reinforcing their iconic power. By examining textual and visual data from news and social media, the study identifies three key elements of iconic extensions with the MAGA hat as (1) a symbol of civil inclusion and exclusion, (2) an invitation to interact and a transformer of space and (3) a source of parody and satire. This research contributes to cultural sociology by integrating performance and iconicity with the idea of memetic audiences. Ultimately, this analysis sheds light on the MAGA hat as a site of conflict, highlighting the ways in which audiences actively engage with and shape the symbolic landscape of the US public sphere.