When memes disrupt politics as usual

By all means, political memes have become a staple on social media and in the digital space in the Philippines.

- JOHN AQUILINO EDMUND G. DE LIMA

With the ongoing controversy regarding the alleged massive corruption in the Philippine government's flood control projects, for example, one recalls how certain individuals who were present during the Sept. 1 Senate Blue Ribbon Committee hearing, politicians and contractors in particular, easily became subjects of funny viral memes on various platforms.

Particularly remarkable are memes of this contractor who had invoked his right against self-incrimination and refused to answer questions about his firm’s alleged involvement in “ghost” projects. Rehashed photos of a seemingly pressured and nervous Mark Allan Arevalo of Wawao Builders, slouching with his eyes closed, quickly spread on the internet.

Memes — generally referred to here as pieces of media meant to convey cultural, social, or political expressions mainly through humor — are interesting representations of our society. Indeed, they constitute reality in ways traditional media would not. They come in many different forms and sizes, be it a post that contains just text or one that contains photos or illustrations, or a combination of these. Given the multimedia character of social media sites such as Facebook, TikTok, Instagram, Threads, and X, memes may also include video and even audio clips, to amplify visual and affective aspects. The ubiquity of memes may well be part of what Dr. Sebastian Kaempf of the University of Queensland refers to as the “digital media revolution” which marked the democratization of images and therefore perspectives in the global media landscape thanks to the emergence of digital technology in the early 2000s.