المعيار
Volume 16, Numéro 2, Pages 576-589
2025-12-01
Memes In British Politics: Humor, Satire, And Virality As Tools Of Political Marketing
Authors : Zerara Saida .
Abstract
This article explores the role of memes as tools of political marketing in British politics, focusing on their use of humor, satire, and virality in shaping public perceptions. While satire has long characterised British political culture, digital memes have transformed it into a participatory and fast-moving form of communication. Through case studies including Theresa May’s “Maybot,” Boris Johnson’s Brexit portrayals, Jeremy Corbyn’s grassroots meme campaigns, and recent meme activity around Rishi Sunak and Keir Starmer, the study highlights how memes function as accessible, viral, and image-defining instruments in political discourse. At the same time, they risk oversimplifying issues, spreading misinformation, and deepening divisions. The article concludes that memes are not trivial entertainment but increasingly central to political marketing and voter engagement in the United Kingdom.
Keywords
British politics ; humor ; virality ; political marketing ; digital engagement ; political memes
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