Open AccessMemes, scenes and #ELXN2019s: How partisans make memes during elections
Author(s) -
Fenwick McKelvey,
Scott DeJong,
Janna Frenzel
Publication year - 2021
Publication title -
new media and society
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.501
H-Index - 109
eISSN - 1461-7315
pISSN - 1461-4448
DOI - 10.1177/14614448211020690
Subject(s) - politics , articulation (sociology) , citizen journalism , social media , identity (music) , sociology , political activism , media studies , political science , public relations , law , aesthetics , philosophy
Our article analyses partisan, user-generated Facebook pages and groups to understand the articulation of political identity and party identification. Adapting the concept of scenes usually found in music studies, these Facebook pages and groups act as partisan scenes that maintain identities and sentiments through participatory practices, principally by making and sharing memes. Using a mixed methods approach that combines social media data and interviews during the 2019 Canadian federal election, we find that these partisan scenes are an active part of elections and the overall political information cycle in Canada but endure beyond election cycles. Rather than trying to sway voters of different political affiliation and influence the election outcome, Facebook users employ memes to hang-out and build community, thereby reinforcing partisanship.