Abstract

Memes are a popular digital format for expression and serve as avenues through which people express political and social opinions. The popularity of memes has risen over the last couple years and research suggests memes played a role in swaying the 2016 U.S. presidential election and spreading false information online. This study used a visual rhetorical approach to studying memes by analyzing the the rhetorical elements present in memes about U.S. immigration at the southern border created during and after the 2016 presidential election. A model of visual rhetorical analysis developed by Jens Kjendsen was applied to the analysis with elements taken from the work of Ross & Rivers and Changes et. al. This study found memes commonly used politically commonplace messages, criticized the actions of political actors, and employed pragmatic appeals to point out hypocrisy and make the holders of an opposing viewpoint seem uneducated.