“Tears have never won anyone freedom:” a multimodal discourse analysis of Ukraine’s use of memes in a propaganda war of global scale

Abstract

Abstract Purpose This paper analyzes memes posted by @Ukraine to X, formerly known as Twitter, from the account’s inception in 2016 through September 2023 to examine the function and utility of memes as tools of propaganda in global conflict. Methods A multimodal discourse analysis of more than 100 memes was conducted by a small research group to separate the memes into thematic categories in an exploratory fashion. Then, a small subset of the research group conducted a recursive analysis on the images and text in a handful of memes selected purposively to determine what types of ideological appeals were present. Results Our findings align with observations made in previous studies that internet memes might be used to bolster national unity and might be employed to bolster pleas for sympathy from wealthy, more powerful allies, in this case in the West. The essential propaganda ideals were those of democracy, friendship, and independence on the side of Ukraine while Russia is framed as a dictatorship. Practical Implications A small number of the memes referenced in our paper garnered global media attention. Though we do not make any claims about broad media effects relating to the memes studied here, garnering the attention of major U.S. publication seems clearly to have been a goal of some of these memes. For those who wish to find a key to the playbook for a nation’s propaganda strategy, its social media memes are a great place to begin. Social Implications It is apparent in this study that governments might use memes to cover all their propaganda bases, so to speak. Ukraine’s memes appear to serve mainly to reinforce messages of national unity and messages of connection with the West. Originality Though others have studied @Ukraine’s tweets, this is believed to be the first to focus exclusively on memes posted to the feed. This study makes a significant contribution to our understanding of how wildly varied memes can communicate core concepts of a propaganda strategy, perhaps with the hope that a few will “hit” with desired media outlets, if only to bolster propaganda efforts.