The meme as an institutional weapon: humour, cynicism and the erosion of trust in institutions
DOI:
https://doi.org/10.34630/tth.v6i1.7318Keywords:
Memes, Institutional Trust, Digital Communication, Cynicism, Algorithms, Social MediaAbstract
In the current digital communication landscape, memes play a central role in how information circulates and is interpreted. At the same time, there is a growing erosion of trust in institutions, particularly political, media and scientific ones. This article presents a critical reflection on the role of memes as a form of communication that shapes public perception. It argues that memes contribute to this erosion through three main dimensions: the simplification and distortion of complex discourse, the promotion of cynicism as a dominant interpretative lens, and algorithmic amplification based on emotional impact. The article provides an integrated interpretation of these factors and discusses their implications for institutional communication and the quality of public debate.
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