Document Type

Article

Publication Date

2025

Abstract

This commentary article explores audience responses to the European Commission's use of memetic content on its Instagram page. Using inductive thematic analysis, this study explained how discursive contestation was manifested in commenters' opposing views about the institution's use of memes. The discourse historical approach elucidated how comments drew upon contextual factors, such as: (1) the humorous and juvenile nature of memes; (2) current events and Europe's role in them; and (3) erroneous understandings about the EU's structure and capabilities. In terms of its contribution to the academic literature, this commentary article's focus on memes as a form of government communication is distinctive. Although internet memes have existed since the 2000s, their use in EU government communication is relatively new. Consequently, minimal scholarly attention has been directed towards the examination of the regional bureaucracy's use of memetic content. Even less has been written about audience responses to the use of memes. This study hopes to address that gap in the academic literature, and encourage further research into EU institutions use of memetic content in their official communications.

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