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Political Memes and Public Opinion: An Analysis of

Memes in the Pakistani Political Context

Submitted to: Ma’am Rida Rehman

Submitted by: Usman Sarfraz

Ali Raza

Subject: Theories in Linguistics

Semester: Semester I, MPhil Applied Linguistics

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ABSRTACT

This study examines the function and significance of political memes on Facebook

in Pakistan, emphasizing how they may be used to promote ideas and sway public opinion.

This study uses a qualitative research methodology that combines investigations of

audience reception with content analysis and textual interpretation. It tries to examine the

language and visual components, ideological foundations and persuasion techniques used

in a variety of Pakistani political Facebook memes. The study also explores how Pakistani

Facebook users interact with and understand these memes, looking at how they affect

public debate and political views.

Keywords; Memes, Facebook, Social Media, Political Satire, Internet memes

CHAPTER 1

INTRODUCTION:

Social media platforms have become effective instruments for political

communication in the past few years, giving people previously unheard-of chances to voice

their thoughts, interact with political information, and shape public conversation (Castells,

2012; Tufecki, 2017). Facebook has been a popular medium among these in Pakistan,

where it has become a focal point for political discourse and expression (Khan & Ayub,

2018; Saeed & Saeed, 2020). Political memes have become a unique type of

communication in the digital era, mixing humour, visuals, and succinct message to spread

political ideas and opinions (Limor, 2019; Milner, 2016). This study attempts to investigate

how political memes on Facebook are used in Pakistan to spread messages and shape

public opinion.
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Political memes have gained popularity on social media as a popular form of

communication and participation because they are easily shareable and aesthetically

pleasing (Shifman, 2014). Memes have the power to spread information quickly, grab

attention, and cause users to feel certain emotions (Wiggins & Bowers, 2015). They

frequently use irony, satire, or humour to make political statements interesting and

approachable (Milner, 2013). As a result, they have gained popularity as a means of

political communication that grabs the attention of social media users and influences how

they perceive political problems (Chen et al., 2015; Wojcieszak & Smith, 2018).

Pakistan, a nation with a dynamic political environment and a sizeable online user

base, offers an attractive background for researching the function of Facebook political

memes. Social media platforms in Pakistan have grown rapidly in recent years, especially

Facebook, giving people a virtual forum to express their political views, rally support, and

participate in political discussions (Khan & Ayub, 2018). Political memes have become a

particular kind of communication in this online space, allowing individuals to express their

political allegiances, criticize public personalities, and express intellectual opinions

(Shabbir & Aftab, 2020).

Understanding how Facebook political memes spread ideas in Pakistan has

important ramifications for academic research and political conversation. Understanding

the themes, arguments, and persuasive techniques used in these memes might help us

understand how political ideas are created, shared, and consumed online (Limor, 2019).

Additionally, it can shed light on how social media affects political involvement, public

opinion, and the dynamics of democratic debate in Pakistan (Saeed & Saeed, 2020).
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This study will use a qualitative method to analyze this phenomenon by integrating

content analysis, textual interpretation, and audience reception studies (Bastos &

Raimundo, 2018; Lim, 2017; Shifman, 2014). We will investigate the visual and linguistic

components, ideological foundations, and persuasion techniques of an extensive range of

Facebook memes related to politics in Pakistan. We will also examine how Facebook users

in Pakistan share, use, and interpret these memes to understand how they affect political

discourse and how the public perceives them.

This study attempts to advance our understanding of the relationship between social

media, politics, and communication by examining Facebook political memes in Pakistan

(Chadwick, 2013; Limor, 2019). The research will not only deepen our understanding of

how political ideas spread and are consumed in the digital era, but it will also provide

political professionals, media professionals, and policymakers with useful information on

how to engage audiences in a political landscape that is becoming more mediated and

meme-driven.

Objectives

1. To examine the topics, arguments, and persuasive techniques used in

Pakistani political Facebook memes.

2. To investigate how Pakistani Facebook users interact with and perceive

political memes.

3. To take a look at how Pakistani political discourse and public opinion have

been affected by Facebook political memes.

Research Questions:

1. How do Facebook political memes affect Pakistani users' views and actions on social

media?
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2. What political messages and ideologies do these memes represent?

3. What interactions and interpretations do Pakistani Facebook users have with political

memes?

CHAPTER 2

LITERATURE REVIEW

Richard Dawkins, who discussed the function of genes termed replicators in

biological evolution, initially proposed this idea. Dawkins instead opted for the terms

memes, diffusion, and cultural imitation to describe cultural development (Roosinda &

Alfraita, 2020). According to Brodie (2014), memes are the primary source of knowledge

in the mind and have an influence on a variety of remarkable occurrences, leading to the

creation of further memes in the minds of other people. Humour and satire are the most

important components of memes since they were first used to remark on and criticise

oppression (Kulkarni, 2017; Dynel, 2016; Yoon, 2016). Memes have evolved into an

essential component of digital culture, and they are widely shared and simple to spot

(Shifman, 2013). Memes are a simple way for people to express their opinions, including

their criticism of political concerns (Mina, 2014). Internet memes are cultural creations that

are exchanged from person to person across the internet network, but with time, they grow

to become both an amazing online phenomenon and a widely accepted social phenomenon

(Shifman, 2013; Nugraha et al., 2015).

Memes are a popular form of online communication for political activists. It is

common practice to recruit paid bloggers, microbloggers, and commenters to produce

material. On social media platforms, political memes have become a distinctive style of

communication that combines humour, visuals, and a short message to spread political
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ideas and opinions (Limor, 2019; Milner, 2016). Political memes may persuade audiences,

engage audiences, and have an influence on political attitudes and behaviours, according to

research (Wojcieszak & Smith, 2018; Wiggins & Bowers, 2015). Political satire serves two

crucial societal functions, making the study of memes relevant (Nilssen, 1990). First,

memes expose politicians by describing their political ideologies, highlighting divisions,

and frightening opponents. Second, it offers a political justification for their criticism. The

power of online memes to influence public opinion and lend support to social movements

has been noted by researchers in a number of scenarios (Hristova, 2014; Harlow, 2013;

Dare &Sci, 2014).

By giving people new ways to express their political views, interact with political

information, and rally support, social media platforms have changed the dynamics of

political communication (Castells, 2012; Papacharissi, 2016). According to academics

(Boulianne, 2015; Vaccari et al., 2015), social media platforms like Facebook have the

ability to facilitate political engagement and influence public debate. Facebook has had

rapid development in Pakistan and is now a well-liked forum for political discourse and

expression (Khan & Ayub, 2018; Saeed & Saeed, 2020). Studies have looked at the

obstacles and possibilities given by online political discourse in Pakistan, the role of

Facebook in political mobilisation, the effect of social media on political involvement, and

Tufekci, 2013; Zaidi, 2015.Although there is a large body of research on political memes,

less attention has been paid to their particular function and influence in the Pakistani

context. Studies that have looked at the topics and substance of political memes in Pakistan

have highlighted their usage as ironic, vital and expressive instruments for politics (Shabbir
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& Aftab, 2020). However, further research is required to understand the influencing tactics,

philosophical foundations, and reception of Facebook political memes in Pakistan.

CHAPTER 3

RESEARCH METHODOLOGY

THEORETICAL FRAMEWORK

The production, distribution, and consumption of Facebook political memes in

Pakistan are all covered under Van Dijk's (2015) theory of social practices. These customs

impact how political messages are disseminated and absorbed through memes and are

influenced by the cultural, social, and political dynamics of Pakistani society. This

theoretical framework offers a thorough method for comprehending how Facebook

political memes in Pakistan deliver messages.

METODOLOGY

A qualitative research method is applied to go further into the phenomena,

concentrating on comprehending the themes, substance, and persuasion tactics used by

Pakistani Facebook political memes, as well as how they are received and how they affect

public opinion. Through a careful examination of the social and cultural background,

qualitative approaches enable a thorough comprehension of the study issue. The method

was chosen to investigate the content and convincing methods of Pakistani political

Facebook memes, understand their meanings, and learn more about how Facebook users

perceive and interpret them. This method will further increase understanding of how

Facebook political memes influence Pakistani public opinion and political discourse.

SAMPLING
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In this study, Political memes are selected from different pages of Facebook as a

sample from the time duration of 2018 to 2023.This time frame selected because selected

politicians were in the government during this period. Sample includes 12 memes selected

from 6 Facebook pages. In this analysis text and photos created by meme pages are

studied.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

In this meme, Imran Khan, Shahid Khaqan Abbasi, and previous prime minister

Nawaz Sharif can be seen seated in the plane. Imran Khan, the former prime minister,

attended the induction ceremony at the Kamra airfield and sat in the cockpit of the Chinese
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jet J-10 C on March 11, 2022, which inspired the creation of this meme. This was a

foreboding meme that connected his time on the plane with other incidents in which

Nawaz Sharif and Shahid Khaqan Abbasi were both there and afterwards found it difficult

to enjoy their positions as prime leaders. This was therefore seen as a hint that Imran Khan

would likewise not be able to finish his term as the Prime Minister of Pakistan.

This meme contrasts the health of former president Asif Ali Zardari between the

times Imran Khan and Shehbaz Sharif served as prime ministers, which is rather humorous.

The right side of the meme depicts Mr. Zardari using a wheelchair while Imran Khan was

the prime minister, and the right side depicts him as being in good health when Shehbaz

Sharif is in that position following the alliance of the PMLN, PPP, JUIF, and other parties.

This is a form of satire that illustrates how politicians fake illnesses to shield themselves

from legal action when they are not affiliated with the dominant party.
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In this Shahbaz Sharif meme, two images are combined to create a comparison. A

guy with no money in his pockets represents "the art" in the first image, while Imran Khan

is depicted as "the artist" in the other. Deducing that Shahbaz Sharif is the cause of

poverty, it indicates that he is the artist who invented the "art of empty pockets."
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In this meme, Maryam Nawaz is shown declaring that her father, Nawaz Sharif, is

beloved and well-liked by Pakistanis by stating, "Nawaz Sharif hr Ghar me Basta he." The

declaration made by Maryam Nawaz in support of Nawaz Sharif has been refuted by the

memes who have stolen this statement and been spreading it along with humorous

comments. Nawaz recites "Ayat ul Kursi" every night before going to sleep, according to

the memer, who claims that Nawaz does not reside in his home. Muslims recite the

Quranic verse "Ayat-ul-Kursi" to sleep well and to ask Allah for protection from "Satan

and Devils." Therefore, by equating Nawaz Sharif with the devil, this meme engages in a

personal assault and appears to be unethical.

CHAPTER 5

DISCUSSUION
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Political memes featuring two well-known leaders Imran Khan and Shahbaz Sharif

were studied using data. This research focuses on the ways in which humor may be utilized

to satirise political individuals and contemporary political situations in the nation.

According to the information provided, sarcastic memes have a significant impact on social

media users. The data under examination demonstrated that these memes influence

audience perception and opinions because viewers are more interested in hilarious and

user-generated entertainment material than formal and direct content.

Facebook is the social media network used in this study. Facebook is, among other

apps, the social networking platform with the most users, allowing users to share and

communicate with one another whenever and wherever they choose. By sharing, a meme

can quickly become popular online. According to this survey, the current Facebook trend

that involves like comments or referencing friends and family in them has changed how

memes are shared.

The first meme illustrates how the military establishment intervenes in a democratic

system of governance. This meme became viral after the removal of Imran Khan as Prime

Minister. The memes are chosen based on most viral memes that people can relate to and

share by adding their own opinions about the involvement of the military establishment in

democratic system. This meme tried to set an agenda that the Military was behind the

dethroning of all these prime ministers.

The meme in figure 02 is particularly amusing since it compares Asif Ali Zardari's

health under Imran Khan's leadership to that under Shehbaz Sharif's. This type of framing

demonstrates how politicians fake illnesses to shield themselves from legal action when

they are not affiliated with the dominant party.

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The meme, as seen in figure 04, has Maryam Nawaz declaring, "Nawaz Sharif hr

Ghar me Basta he," about his father, Nawaz Sharif, expressing how he is loved and well-

liked by Pakistanis. Some meme makers respond to such statement by creating memes

around it. Nawaz recites "Ayat ul Kursi" every night before going to sleep, according to the

memer, who claims that Nawaz does not dwell in his home. Muslims recite the Quranic

verse "Ayat-ul-Kursi" to sleep well and to ask Allah for protection from "Satan and

Devils." Therefore, by equating Nawaz Sharif with the devil, this meme engages in a

personal assault and appears to be unethical.

CONCLUSION
The aim of the study is to investigate how Facebook political memes convey

message in Pakistan. Importance of the Facebook memes on internet and use on social

media is highlighted by the study. Memes are vital components of public information

dissemination systems and a hilarious approach to convey one's thoughts. They enlighten

the public about subjects that receive little coverage in the news and condense the

information into a single, more meaningful visual picture. An intelligent meme that is

understood by many people can raise understanding of the political system and

government, yet it can also spark a lot of conflict and debate. Politics are brought up by

topics that are ignored by the media, find traction through memes, and are not covered by

other news sources.

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