Online humor has become an ideological battleground. Memes, in particular, play a central role in spreading ideas and values. Yet, we often hear that "leftists don't know how to meme," an idea popularized by figures like Elon Musk.
This reminds me: "Girls rule. Women are funny. Get over it." in South Park!
The far-right and masculinists excel at appropriating references from popular culture. A prime example is Matrix, a film created by the Wachowski sisters, who are openly transgender. Initially a metaphor for gender transition, Matrix has been hijacked by the right as a symbol of "awakening" against so-called progressive indoctrination—completely absurd. This type of cultural appropriation is frequent and effective: it transforms subversive works into tools of conservative propaganda. If you have other examples, please share them with me; I'm compiling a collection.
Take the example of Melania Trump. Often perceived as a tragic figure trapped in a role she did not choose, she has become an involuntary meme. Her iconic hat, which prevented Donald Trump from kissing her during the presidential inauguration, sparked an avalanche of humorous reinterpretations. Despite her "tradwife" image, she has publicly supported the right to abortion, giving her a more nuanced dimension beyond her role as the glamorous First Lady decorating the White House for Christmas. This ambivalence can be leveraged by progressives to create memes that challenge the right-wing image of the submissive woman.
“I have my own thoughts, I have my own yes and no. I don’t always agree with what my husband is saying or doing,” she said earlier this month.
"There is no room for compromise" - Melania Trump, October 2024.
Forums like 4chan and Reddit have developed a powerful visual and humorous language, often used to spread sexist and reactionary ideas. But these memes can be hijacked, appropriated, and subverted. By adopting the codes of these spaces (aesthetics, absurd humor, geek references), feminists and left-wing activists can create confusion and disorder among their opponents.
Take a simple example: "Trad Wife" or "Wifey" memes that represent the ideal woman according to the right can be reversed for women who, under their conservative appearances, hide progressive values and habits.
"The word of the day is BITCHen. The definition is a kitchen owned by a BITCH who never cooks in it. BITCHen." https://www.instagram.com/reel/DDUcPKqxpcE/
What I mean is that ambiguity is a great strategic lever. Creating memes that seem to align with right-wing codes while delivering subversive messages can create confusion. Troll memes can attract a large audience before revealing their true progressive nature, leveraging virality.
Humor, derision, and ambiguity are powerful weapons in this cultural war, capable of reaching audiences still undecided between different ideological narratives.
It is time to reclaim the Internet.
@agathedavray.eth
Sources:
https://medium.com/@kevindutervil/re-appropriation-ab0424cd19d1
https://ici.radio-canada.ca/nouvelle/1725439/transsexualite-lgbtq-wachoski-freres-soeurs-matrice
https://www.theguardian.com/us-news/2024/oct/03/melania-trump-memoir-abortion
https://www.boredpanda.com/rumors-about-fake-melania-for-presidential-inauguration/
https://www.journal.media-culture.org.au/index.php/mcjournal/article/view/682
I had a lot of fun writing this little post. Enjoy your reading! https://paragraph.xyz/@agathedavray/the-cultural-war-taking-over-right-wing-memes-for-progressive-narratives
i like this article! i think that a lot of the memes you quote here are not really right-wing, which makes it easier. one example i've seen is pepe, where i just don't know what to do with it − it makes me feel sad every time i see it and i don't see myself « reclaiming » it.
Your right I’ll try to do a Pepe series!