The dark side of meme culture (& why you should care)

Once upon a time, political discourse was shaped by debates, newspaper op-eds, and meticulously crafted campaign ads.

But today a well-timed meme can literally do more for a politician’s image than any policy platform ever could. Political messaging has really gone chronically online. Short, snappy, and shareable, perfectly optimised for engagement. And as memes shape our political reality, brands are right there, cashing in and co-opting the movement for clout.

We’ve entered an era where the line between organic meme culture and engineered propaganda is practically nonexistent. A strategically placed meme isn’t just a joke—it’s a tool, a weapon even. So, are we all just being played?

Memes have always been a grassroots form of communication, a way for the internet to collectively process news, trends, and cultural shifts.

But their power isn’t lost on those looking to control the narrative. A meme can simplify a complex issue. It can turn a candidate (or killer) into a folk hero (or a laughingstock). And it can spread that message faster than any traditional campaign ever could. That's exactly why political operatives and digital strategists now engineer memes as a form of influence.

The rise of meme stocks like GameStop? Redditors memed it into a financial revolution. The transformation of "Dark Brandon" from an insult to a full-fledged pro-Biden movement? A masterclass in how meme culture can be hijacked and repurposed. The humour disguises the persuasion, making it all the more potent.

And brands? They’re watching closely, learning how to wield the same tactics.

Because brands are political players, too. None of us just sell products anymore. We also sell values, ideology, and carefully curated internet personalities. Some brands lean into political meme culture to make a statement (Ben & Jerry’s, Patagonia). Others clumsily attempt to ride the wave (Pepsi’s disastrous Kendall Jenner protest ad). But the goal is the same: relevance.

But when does engagement turn into manipulation? Take Balenciaga’s hyper-controversial ad campaigns or brands inserting themselves into trending social movements with aestheticised activism. Are they actually contributing to the discourse? Or are they just capitalising on the meme-ification of politics? And if consumers can’t tell the difference between a brand’s genuine stance and a marketing play, does it even matter?

So, does having the best memes now matter more than having the best policies?

Politicians are leaning into meme culture harder than ever before. They understand that, in a world of short attention spans, a viral moment beats a well-articulated plan. Trump has an army of posters turning his every move into a meme. AOC effortlessly plays the game, making progressive politics feel as digestible as a TikTok trend.

RFK Jr. has tapped into some deeply weird internet subcultures to build his own base. Don’t even get me STARTED on Kamala. Political messaging today isn’t about convincing—it’s about vibing.

If you think meme politics is dystopian now, just wait until AI enters the chat.

We’re already seeing AI-generated political content flood social media, blurring the line between organic internet humour and highly calculated disinformation (uhhh Trump's weird-as-hell Gaza video??). Imagine a future where your feed is filled with hyper-personalised political memes designed to sway you specifically. Using AI to target your beliefs, insecurities, and digital footprint. Scary? Yeah. Inevitable? Also yeah.

Brands, politicians, and bad actors alike are already using AI to mass-produce memes that manipulate public opinion. And in an era where even real information feels fake, how do we even begin to tell what’s engineered and what’s authentic?

Wait so, if you’re vibing and I’m vibing, who’s flying this plane!???

Memes are shaping elections, cultural movements, and consumer behavior. While we laugh, engage, and share, there’s a whole system of strategists, brands, and operatives pulling the strings, using the internet’s most beloved communication tool as a Trojan horse for influence.

Therefore, young Skywalker, it would be wise to engage in some critical thinking skills when interacting with such content. In other words - nip that sh*t in the bud before the bud becomes an overgrown political plant and takes over your brain 😊 hehe

-Sophie, Writer