Memes, Memes, Everywhere, nor Any Meme to Trust: Examining the Credibility and Persuasiveness of COVID-19-Related Memes | Zendy

Ben Wasike | Zendy

AI Assistant Blog Pricing

Home ZAIA Blog

Open Access

Memes, Memes, Everywhere, nor Any Meme to Trust: Examining the Credibility and Persuasiveness of COVID-19-Related Memes

Author(s) -

Ben Wasike

Publication year - 2021

Publication title -

journal of computer-mediated communication

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 4.15

H-Index - 119

ISSN - 1083-6101

DOI - 10.1093/jcmc/zmab024

Subject(s) - credibility , persuasion , source credibility , attribution , psychology , fake news , tone (literature) , social media , social psychology , persuasive communication , advertising , computer science , internet privacy , world wide web , political science , linguistics , philosophy , law , business

This study used an experimental design to examine the credibility and persuasiveness of COVID-19-related Internet memes. The study used a random sample of U.S. social media users (N = 1,200) with source credibility as the theoretical framework. Results indicate that memes with expert source attribution are more credible than those with nonexpert source attribution. The same applies to the persuasiveness of the memes. Memes with an objective message tone are also more credible and persuasive than those with a subjective message tone. Additionally, there is a positive correlation between the credibility of a meme and its persuasiveness. Age correlates inversely with persuasion and pro-mask/vaccine memes are more credible and persuasive than anti-mask/vaccines memes. These results have implications regarding COVID-19 messaging as well as on meme-based communication.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.

Having issues? You can contact us here

Accelerating Research