Distributed media is an open platform of content, created by consumers, for consumers. It is affordable, open-ended and values participation from the audience. When it comes to distributed media, propaganda is shaped by memes due to the fact that memes are participatory, viral and spreadable.
According to Giesea, memetic warfare is described as “competition over narrative, ideas, and social control in a social media battlefield”. Essentially, memes are just a remixed version of popular content, allowing people to express opinions and emotions in an entertaining way.
Memetic warfare is consistently utilised in times of great political unrest, creating conflict and targeted social media content. An example of memetic warfare would be the 2014 Russia-Ukraine conflict by Bradley Wiggins. Memes were created on the ‘RuNet’ Twitter account regarding the conflict, allowing others to recreate, retweet and comment on these memes.
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