Narratives of appreciation and depreciation shaped by memes in authors' publications in mass media of Poland and Ukraine during crisis periods

Memes, as complex multimodal units, and the narratives they shape – which influence public opinion on current real-world issues – represent a relevant yet under-researched topic. This article presents the results of an analysis of one of these aspects: the role of memes in shaping narratives of appreciation and depreciation in Polish and Ukrainian media publications during the pandemic and the full-scale Russian invasion of Ukraine. To achieve this aim, thematic, content, discourse, and narrative analyses were employed. The materials analysed were publications that appeared in Rzeczpospolita, Wiadomości, Fakt, Rubryka, Dyvohliad (5 Channel), and Bukvy from December 2019 to December 2023. The selection of media outlets was based on criteria such as meme themes and the positioning of the publication within the information space. The first criterion recognises that the thematic representation of memes in these publications is not comprehensive – that is, it does not reflect the full thematic range presented in the media during this period. Instead, selected articles were analysed from sources that illustrate differing editorial approaches, particularly regarding the use of memes in journalistic content. It was found that, on the one hand, memes are used by authors to directly or indirectly evaluate the actions of politicians, anti-vaxxers, clergy, celebrities, and the general public amid pandemic-related uncertainty; to comment on various events in public life; and to highlight contrasts such as “us vs. them” or “hostile vs. friendly” within contexts of information warfare. On the other hand, memes may also serve as evaluative responses by the characters in the publication or those interviewed, as news hooks, or as events requiring description and analysis in their own right. Interpreting such evaluative elements is complicated by the fact that journalistic texts across various genres form a multi-level system with numerous intertextual connections. The results of this study can be used for academically grounded analysis of trends in journalistic practice – particularly in teaching-related disciplines – and by journalists themselves, for instance, as a tool for audience engagement and retention