Between Humor and Harm: Political Memes and Their Effects on Youth’s Political Efficacy

Aim of the Study: This study analyzed the content of political memes created and shared by Pakistani youth and then investigated the influence of these memes on their political efficacy. Methodology: We employed mixed methods and did a reflexive thematic analysis of 103 political memes. A survey of 408 respondents who viewed, shared, and created political memes on social media was also conducted to investigate the effects of political memes on their political efficacy. Findings: Thematic analysis yielded three themes: “humiliation, reality check, and political exploitation”. Meme creators humiliate any political party or politician by criticizing, mocking, and insulting them in their memes. These political memes were sarcastic and negative, showing distrust and a low efficacy among meme creators and users. The results of the survey indicated that exposure to memes and sharing them were neither related nor significantly associated with political efficacy. However, perceived credibility regarding political memes was negatively correlated with political efficacy. Conclusion: The quantitative and qualitative results indicate that memes are neither detrimental nor helpful to political efficacy. Although they might create awareness among people and generate conversation, receiving them as true source of political information without verification could lead to lower political efficacy.