{"id":424,"date":"2020-11-14T21:24:51","date_gmt":"2020-11-14T21:24:51","guid":{"rendered":"https:\/\/www.electionanalysis.ws\/us\/?page_id=424"},"modified":"2020-11-14T21:24:52","modified_gmt":"2020-11-14T21:24:52","slug":"meme-war-is-merely-the-continuation-of-politics-by-other-means","status":"publish","type":"page","link":"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/meme-war-is-merely-the-continuation-of-politics-by-other-means\/","title":{"rendered":"Meme war is merely the continuation of politics by other means"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"454\" height=\"453\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/Rodney_Taveira_-_20181207_1409361_copy.png?resize=454%2C453&#038;ssl=1\" alt=\"\" class=\"wp-image-425\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/Rodney_Taveira_-_20181207_1409361_copy.png?w=454&amp;ssl=1 454w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/Rodney_Taveira_-_20181207_1409361_copy.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/Rodney_Taveira_-_20181207_1409361_copy.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/Rodney_Taveira_-_20181207_1409361_copy.png?resize=60%2C60&amp;ssl=1 60w\" sizes=\"auto, (max-width: 454px) 100vw, 454px\" \/><\/figure>\n\n\n\n<p class=\"US206bio\"><strong>Dr Rodney Taveira<\/strong><br><br>Lecturer in American Studies at the United States Studies Centre at the University of Sydney. He researches and teaches American literature, film, and post-WWII American culture.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"308\" src=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_6_popular_culture.png?resize=400%2C308&#038;ssl=1\" alt=\"\" class=\"wp-image-191\" srcset=\"https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_6_popular_culture.png?w=400&amp;ssl=1 400w, https:\/\/i0.wp.com\/www.electionanalysis.ws\/us\/wp-content\/uploads\/sites\/2\/2020\/11\/US20_divider_6_popular_culture.png?resize=300%2C231&amp;ssl=1 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/figure>\n\n\n<h5 class=\"US206\"> Section 6: Popular culture and public critique<\/h5>\n<div class=\"page-list\"><ul class=\"list-group-item\"><li class=\"page_item page-item-399\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/on-campaigns-and-political-trash-talk\/\">On campaigns and political trash talk<\/a><\/li>\n<li class=\"page_item page-item-402\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/its-all-about-my-team-what-we-can-learn-about-politics-from-sport\/\">It\u2019s all about my \u201cteam\u201d: what we can learn about politics from sport<\/a><\/li>\n<li class=\"page_item page-item-406\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/kelly-loeffler-uses-battle-with-the-wnba-as-springboard-into-georgia-senate-runoff\/\">Kelly Loeffler uses battle with the WNBA as springboard into Georgia Senate runoff<\/a><\/li>\n<li class=\"page_item page-item-409\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/made-for-the-fight-wnba-players-used-their-platform-for-anti-racism-activism-in-2020\/\">Made for the fight, WNBA players used their platform for anti-racism activism in 2020<\/a><\/li>\n<li class=\"page_item page-item-412\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/do-national-basketball-association-nba-teams-really-support-black-lives-matter\/\">Do National Basketball Association (NBA) teams really support Black Lives Matter?<\/a><\/li>\n<li class=\"page_item page-item-415\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/the-presidential-debates-the-media-frames-it-all-wrong\/\">The presidential debates: the media frames it all wrong<\/a><\/li>\n<li class=\"page_item page-item-418\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/live-from-california-its-kamala-harris\/\">Live&#8230; from California, it\u2019s Kamala Harris<\/a><\/li>\n<li class=\"page_item page-item-421\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/who-needs-anger-management-dismissing-young-engagement\/\">Who needs anger management? Dismissing young engagement<\/a><\/li>\n<li class=\"page_item page-item-427\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/satire-failed-to-pack-a-punch-in-the-2020-election\/\">Satire failed to pack a punch in the 2020 election<\/a><\/li>\n<li class=\"page_item page-item-430\"><a href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/election-memes-2020-or-how-to-be-funny-when-nothing-is-fun\/\">Election memes 2020, or, how to be funny when nothing is fun<\/a><\/li>\n<\/ul><\/div>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:75%\">\n<p>If the U.S. presidential campaigning is pop culture,&nbsp;<a href=\"http:\/\/www.electionanalysis2016.us\/us-election-analysis-2016\/section-7-pop-culture-and-populism\/its-never-just-a-joke-pop-culture-and-the-us-presidency\/\">as I claimed in 2016<\/a>, the deployment of memes by Joe Biden and Donald Trump indicate the mainstreaming of the once-fringe, subcultural enterprise.<\/p>\n\n\n\n<p>\u201c<a href=\"https:\/\/www.washingtonpost.com\/news\/the-intersect\/wp\/2016\/11\/09\/we-actually-elected-a-meme-as-president-how-4chan-celebrated-trumps-victory\/\">We actually elected a meme as president<\/a>,\u201d ran a headline from&nbsp;<em>The Washington Post<\/em>, on November 9, 2016. The quote came, in a post accompanied by an image of Pepe the Frog, from 4chan. This reviled image board was, along with its uglier younger sibling 8chan, and r\/The_Donald on Reddit, the wellspring for the offensive memes and rhetoric that defined much of the online support for Trump, coming to be known as the alt-right.<\/p>\n\n\n\n<p>That 8chan and The_Donald subreddit have since been banned reflects not the rejection of memes as a means of doing politics, but rather its integration into the mainstream. Again, in 2016 I cited Stuart Hall, who wrote that popular culture \u201cis the arena of consent and resistance. It is partly where hegemony arises, and where it is secured.\u201d Those who enjoyed and gained an identity from operating in the resistant murky underbelly of the internet continue to congregate on 8kun and TheDonald.win, while campaigns around the world have consented to the use of memes as political communication.<\/p>\n\n\n\n<p>While it is of course hyperbolic to claim that memes won Trump the presidency in 2016, they do help explain the enduring passion and nature of his support. Trump\u2019s outsiderness worked well with meme culture in his 2016 campaign, carving out a new rhetorical space in the political landscape that in opposition to the Democrats but was outside the GOP, and in which his supporters could play and organise under the banner of MAGA.<\/p>\n\n\n\n<p>Crucially, Trump\u2019s 2016 campaign, whether by design or thrift, did not create any memes of its own. Trump was merely an amplifier for the frowned-upon fringes, a malleable identity that could be adopted by anyone.<\/p>\n\n\n\n<p>Funnily enough, it is perhaps the&nbsp;<a href=\"https:\/\/web.archive.org\/web\/20170222081139\/https:\/www.hillaryclinton.com\/feed\/donald-trump-pepe-the-frog-and-white-supremacists-an-explainer\/\">Clinton campaign\u2019s explainer about Pepe the Frog<\/a>&nbsp;that signalled both the power of this outsider status and its demise. Donald Trump Jr.\u2019s infamous re-post of&nbsp;<a href=\"https:\/\/knowyourmeme.com\/memes\/events\/hillary-clintons-basket-of-deplorables\">The Deplorables meme<\/a>, with photoshopped heads from Trump\u2019s inner circle (including Pepe) replacing the cast of the film,&nbsp;<em>The Expendables<\/em>,&nbsp;<em>without<\/em>&nbsp;any explainer demonstrates how the Trump campaign harnessed the power of political outsiderness, and twisted the meaning of institutional labels (Clinton calling Trump supporters a \u201cbasket of deplorables\u201d) to its own purposes. By taking seriously the effort to make Pepe the Frog a hate symbol, the Clinton campaign at once realised this effort and missed the joke. But not getting the joke also undoes its magic, and jimmies the methods of meme-making onto the conventions of traditional political communication.<\/p>\n\n\n\n<p>This posture was not possible in 2020. Trump has been the most powerful man in the world, the U.S. president, for four years. His ineffective response to the coronavirus reflects a failure of governance that he cannot pin on someone else, no matter how hard he tried to spread, like a meme, \u201cChina flu.\u201d<\/p>\n\n\n\n<p>Joe Biden had a previous (and positive) meme life during the early days of Trump\u2019s presidency as Obama\u2019s overzealous and avuncular defender, which remains in play even if 2020 opposition memes target senility and sexual misconduct. Biden\u2019s earlier meme life gave his campaign a base on which they could generate their own memes, playing on a nostalgic, ironically knowing lameness that is nonetheless inflected by the integration of MAGA into the mainstream. To wit: The Occupy Democrats Facebook page (initially created in response to the Tea Party movement) created a meme page, Ridin\u2019 With Biden. Just as Trump repurposed Clinton, the Biden campaign now uses Trump\u2019s slogans in memes against him: \u201cGet In, We\u2019re Draining Trump\u2019s Swamp and Making America Sane Again!\u201d<\/p>\n\n\n\n<p>The MAD-like parity of the presidential meme wars is evident in&nbsp;<a href=\"https:\/\/transparencyreport.google.com\/political-ads\/region\/US\">each campaign spending roughly $83 million on YouTube advertisements<\/a>. Perhaps as a legacy from his earlier meme success, but also reflecting the way he has continuously innervated his base, Trump\u2019s channel gets over ten times as many views as Biden\u2019s. But instead of amplifying the voices of supporters, the channel creates its own content, such as \u201c<a href=\"https:\/\/www.youtube.com\/watch?v=QCiyHRUfvKc\">Prevent a Zombie Uprising.\u201d<\/a>&nbsp;A thirty-minute loop of a ten-second ad, with Biden (the titular zombie) turning green, alongside zombie and ghost emojis, this melding of memes and traditional television advertisements cements the integration of meme culture into mainstream politics. The videos, and their thumbnails, are designed to look like those produced by young YouTubers. The close-up of an excited face, Impact font, bright, high-contrast colours, two or three emojis, are interchangeable with a video game review or an unboxing reveal. With its YouTube home page takeover on Election Day, the Trump campaign went from authentic and mischievous outsider to the familiar and mainstream insider\u2014and lost something.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Dr Rodney Taveira Lecturer in American Studies at the United States Studies Centre at the University of Sydney. He researches and teaches American literature, film, and post-WWII American culture. If the U.S. presidential campaigning is pop culture,&nbsp;as I claimed in 2016, the deployment of memes by Joe Biden and Donald Trump indicate the mainstreaming of [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":24,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-424","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Meme war is merely the continuation of politics by other means - Election Analysis - United States<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.electionanalysis.ws\/us\/president2020\/section-6-popular-culture-and-public-critique\/meme-war-is-merely-the-continuation-of-politics-by-other-means\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Meme war is merely the continuation of politics by other means - Election Analysis - United States\" \/>\n<meta property=\"og:description\" content=\"Dr Rodney Taveira Lecturer in American Studies at the United States Studies Centre at the University of Sydney. 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