Affective Landscapes in Far-Right Memes

Emergent far-right mobilization has relied heavily on internet communication in many countries. Especially social media has played an outsized role in fostering and maintaining affective allegiance among supporters. The platforms are partly segmented in accordance with age, with Facebook corresponding with older users and Instagram and Tiktok targeting younger users. Many far-right movements recognized the power of online mobilization long before established political parties started building up a social media presence. One early and widely effective strategy was the use of memes, which were established as a means of political communication in the run up to the 2016 U.S. presidential election. The far-right pioneered memes as a simple and concise instrument, which combined political messaging with the activation of emotive responses, hence drawing in viewers on an affective rather than a policy-oriented basis. The initial motifs centered around “Pepe the Frog” and the imaginary country of “Kekistan” have over time faded from the far-right meme repertoire and other, often country specific formats have emerged. By inserting their own discourses into general internet culture, far-right movements have managed to create strong ties to sections of frequent internet users. In many countries this is reflected in the share of young voters that vote far-right.

This contribution seeks to trace the emotional landscapes that are conjured in online far-right spaces. These often include a rebellion against a status quo that is portrayed as dishonest and self-interested and a return to traditional social and gender roles, which includes the re-valuation of supposedly masculine character traits by emphasizing meritocratic regimes and “honest” work. What is present in much of the far-right’s meme practice is hence both the affective glee of the attempted destruction and denigration of those considered (political) enemies and deep feelings of validation and recognition within the own political-ideological realm.