HUMOUR, PERSUASION, AND POLITICS: Impact of Memes on X During the 2024 U.S. Presidential Election Campaign

Abstract

Memes have become a significant aspect of political communication on social media. These elements serve as a creative and humorous medium for expressing opinions and engaging in political discourse. The persuasive power of political memes lies in their ability to frame issues and incorporate rhetorical elements that can influence their virality and impact on social media audiences. This study analyses the engagement and sentiments conveyed by various memes posted on the social media platform X during the 2024 U.S. presidential election campaign.