Among Pinocchios and Indifferents: Memetics’ Evolution in Latin America

This research explores political discourses in Latin America through the lens of memetics and populism. It focuses on the dynamics of memes during presidential debates in Argentina and Ecuador. Drawing from Richard Dawkins’ concept of memes as cultural replicators, the study examines how memes serve as vehicles for expressing political opinions, shaping public discourse, and reflecting societal norms and values. The research delves into the characteristics and functions of political memes, emphasizing their role as cultural artifacts that evolve through imitation, variation, and selection. By conducting a qualitative analysis of memes circulated during presidential debates, the study uncovers patterns of engagement, humor, and critique that characterize political discourse in the digital age. Additionally, the study discusses the emergence of AI-generated memes as a novel form of political communication. It concludes that in Latin America, memetics is commonly used to recall specific chapters of their political history to criticize candidates for their lack of progress. Citizens are facing a wave of general discontent towards politics and, more broadly, democracy.