Toward a rhetorical understanding of Chinese political internet memes amid a Chinese governance crisis

Abstract

ABSTRACT The global trend of social media communication renders internet memes increasingly popular as democratic-oriented discursive tools in online ideological contests. However, scholarly attention to the rhetorical aspects of memetic political discourse has predominantly been Western-centric, leaving their counterparts in non-Western socio-political environments, especially during times of social crises, relatively unexplored in the existing literature. To bridge this gap, this article employs a social-semiotic-rooted multimodal discourse analysis (MDA) to investigate how Chinese netizens utilize internet memes for ideological contestation during a societal-level Chinese governance crisis in the 2020s, characterized by a series of iconic ideological upheavals. The research examines 357 memes from the “My Post” community on WeChat, one of China’s prominent social apps, to unveil their symbolic processes and rhetorical functions in Chinese online politics. This empirical study reveals that Chinese political internet memes serve as strategic rhetorical devices that: (1) enable civic ideological expressions within an authoritarian media landscape dominated by standardized ideological narratives; (2) foster a dynamic process allowing negotiation among political authority, media institutions, and netizens to establish a discursive space accommodating contentious topics and acceptable compromises; and (3) signify a paradigm shift in rhetorical function, elevating internet memes from online communicative artifacts to a democratic perspective.