Meme War: In the digital age, presidential campaigns are no longer confined to traditional media. From “Dark Brandon” grins to Donald Trump’s face on Game of Thrones scenes, memes have become a potent weapon in the political arsenal. Both President Joe Biden and former President Donald Trump are leveraging this tool to engage millions of social media users ahead of the 2024 election.

The Meme Machine: Biden vs. Trump
Biden’s Meme Strategy: Embracing “Dark Brandon”
President Joe Biden‘s campaign has enthusiastically embraced the “Dark Brandon” meme, a clever reappropriation of a right-wing conspiracy meme that initially depicted him as a menacing force. The Biden team has turned this on its head, using it to project the President as a powerful and effective leader. This meme, originally a conservative jab, now fuels Biden’s merchandise sales, with everything from coffee mugs to baby onesies featuring Biden with red laser eyes.
To expand their reach, Biden’s campaign has posted a job listing for a meme manager, aiming to create a steady stream of engaging content. Additionally, they are partnering with third-party creators to tap into established followings, hoping to sway undecided voters through familiar and trusted sources.
Trump’s Meme Warfare: Glorifying the Former President
Donald Trump, a social media veteran, has been using memes since his first presidential campaign. His team, along with very-online political aides and family members, frequently shares memes portraying Trump as a heroic and larger-than-life figure. From leading a band of Bollywood dancers to blocking out the sun during a solar eclipse, these memes aim to bolster his larger-than-life image.
Trump’s campaign often shares content from outside meme-makers, although this has led to controversies. For instance, a meme featuring antisemitic imagery was shared and then deleted in 2016, and more recently, a meme referencing a “unified Reich” sparked backlash. Despite this, Trump’s campaign denies coordinating with these groups but appreciates their support.
The Evolution and Power of Memes
The term “meme” was coined by British evolutionary biologist Richard Dawkins in 1976 to describe a piece of information that is imitated and shared. In the age of the internet, memes have evolved into quick, often humorous, visuals that convey messages rapidly and widely. They can be a powerful tool for political communication, offering an edgier, faster way to connect with audiences compared to traditional media.
The Good Meme Guide
Creating a successful meme involves tapping into shared sentiments and knowledge within a group. As Rebecca Ortiz, an associate professor at Syracuse University, notes, effective memes connect with the audience by resonating with their beliefs or suspicions. However, misfires can have serious repercussions, as seen with Howard Dean’s infamous scream or controversial imagery shared by campaigns.
The Impact of Memes on Voter Engagement
Reaching the Social Media-Savvy Electorate
With tens of millions of Americans using social media as their primary information source, memes have become a crucial tool for political campaigns. Traditional advertising spaces like print publications and television are losing their grip on younger, digital-native voters. Both Biden and Trump are leveraging memes to reach these audiences, each with their distinct styles and strategies.
Viral Potential and Public Perception
While it’s challenging to measure the exact impact of memes on voter behaviour, their viral nature means they can quickly influence public perception. Both campaigns aim to generate and share content that not only engages their base but also captures the attention of undecided voters. The rapid sharing and remixing of memes can amplify their messages far beyond the initial post.
When Memes Backfire
The Risks of Outsourcing Meme Creation
Trump’s campaign, which often relies on external meme-makers, has faced significant backlash for controversial content. The most recent example includes a meme video referencing a “unified Reich”, shared by the Dilley Meme Team, which led to public outcry. Despite these controversies, Trump’s team continues to value the contributions of these outside creators.
The Fine Line Between Humor and Offense
Both campaigns have learned that while memes can be a powerful tool, they also carry the risk of offending and alienating voters if not carefully managed. The key lies in balancing humour and message without crossing into contentious or inappropriate territory.
As the 2024 presidential election approaches, the battle of the memes shows no sign of abating. With both Biden and Trump deploying creative and sometimes controversial content, the influence of digital memes on voter engagement and public perception remains significant. As campaigns navigate this uncharted territory, the power of a well-crafted meme could very well play a pivotal role in determining the next President of the United States.
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