Memes Beyond Virality: An abductive thematic analysis on memetic communication in politically active youth, aged 18 to 27
In this exploratory study, the communicative role of political memes and their influence on group dynamics are examined through an abductive research approach. The method involves semi-structured interviews with politically active individuals spanning the political spectrum. This study reveals complex tribal and inter-group relationships by classifying political memes into attacking, idolising, in