MEMES IN POLITICAL DISCOURSE: FROM IRONY TO INFORMATIONAL INFLUENCE

The article examines the phenomenon of Ukrainian memes as an element of the information space and public discourse. In particular, authors analyze the role of memes in the formation of public opinion, their influence on social attitudes and their ability to be a tool of informational struggle. The authors analyze the evolution of memes from entertainment content to a serious socio-cultural phenomenon that has significant potential in political discourse. Special attention is paid to political memes, which become the society’s reaction to events in Ukraine and the world. The article highlights the evolution of memes from entertainment content to a means of communication and influence. It also considers the classification of memes according to various criteria, including format, origin, coverage and character. The growing importance of social networks in the spread of memes and their potential to influence mass audiences and political processes is researched. In this context, popular political memes reflecting society’s reaction to domestic political and international events are analyzed. The methodological basis of the research is the content analysis of the Ukrainian media space. The article examines how memes are used not only for entertainment, but also to mobilize the public, increase information awareness, and combat disinformation. It states that memes are not only a way of self-expression, but also a powerful mechanism for shaping public opinion. Political memes can be both a means of manipulation and a tool for the activation of civil society. The article proves that in the conditions of globalization, memes became an integral part of informational warfare and political marketing. The obtained results confirm that memes can perform the function of an informal information agent, influence public mood and even change political ratings. The study demonstrates that Ukrainian meme culture is a unique phenomenon that requires further scientific understanding.