Methodology

Domain

The domain was established through searching “Immigration Memes” into Google Image search and selecting the top 50 memes. Due to the inherent nature of Google’s algorithm, the top 50 images selected from Google roughly approximate the top 50 immigration memes on the internet in terms of relevance, search engine optimization, and which website it is placed on (Google, 2018). One meme was disqualified because it was a duplicate of the higher up meme. The top 51st meme was selected to replace the disqualified meme. Furthermore, one meme was related to climate change and did not include reference to immigration. This meme was skipped over and replaced with the top 52nd meme. Two additional memes were created before the 2016 election. They were replaced with the 53rd and 54th meme.

A Model of Detailed Rhetorical Analysis

Models for analyzing visual rhetoric have been developed and have been successfully used for rhetorical analysis of memes. The model used in this study was developed by Jans Kjeldsen. Kjeldsen’s model utilizes a four-step model.

  • The rhetorical situation of the text (the context of when and where the visual text is located.)
  • The persuasive elements of the discourse and their locations.
  • Strategies and form of appeal in the discourse and situation.
  • Evaluation of the rhetorical discourse as a whole (was it effective in getting its point across) (Kjeldsen, 2017, p. 310).

Kjendsen’s model was selected for several reasons. One reason was the emphasis on analyzing context. In addition to elements all communicated messages have, memes’ rhetorical power also come from the context of events to which the meme is responding to and the source texts from which the meme appropriates and remixes (Huntington, 2016). Put another way, “the rhetorical is not primarily to be found in the structure of the signifier, but in the situation wherein the signifier is embedded” (Kjeldsen, 2017, p. 324).

A Generalized Framework

The problem with Kjendsen’s model is that it is not conducive to looking at a large sample size as the depth necessary to utilize it effectively would render large-scale data analyzation unwieldy. As this study intends to cast a wide net, the model runs into problems.

To alleviate the problem, this study analyzed five memes from the total sample using Kjendsen’s model. The five selected memes highlighted common trends found in the total sample. The five memes and the rest of the domain were analyzed via an expanded model of taxonimication of rhetorical elements in memes established by Chagas et. al. (2019) in their analysis of memes created during Brazil’s 2014 presidential election. Some modification of the categories was needed as the original model was based off an analysis of presidential elections, which is quite different from the topic of immigration. Furthermore, some categories were included specifically for this study after an analysis of the content. Those additions are denoted by an asterisk before the title.

  • Political commonplace: Content that preset comments, using political commonplace as such as “fight against communism” or “Politicians as corrupts” ect.
    • *Subcategory: Crime by Immigrants: Content that makes a connection between crime and immigrants.*Subcategory: Immigrants as moochers: Content that asserts that immigrants use social services, receive special benefits, or take jobs.*Subcategory: Native Americans: Content that asserts that Native Americans are the first people in America and that all other people are immigrants.*Subcategory: Legal vs. Illegal: Content that makes an explicit distinction between illegal and illegal immigration.
  • Literary or cultural allusions: Content that mentions cultural products (series, movies, ect.) or popular culture in general, including references to popular expressions, Internet slang, famous characters, celebrities, and so on.
  • Situation Jokes: Content presentes comments about facial, gesture, or body reactions of people in certain situations, such as a person making a funny face.
  • Jokes about a political character: Content that present comments about specific characters on the political scene.
    • *Subcategory: Donald Trump: Content that visually shows Donald Trump or mentions him in text.*Subcategory: Immigration Custom Enforcement: Content that visually shows or mentions Immigration Custom Enforcement or a generalized version of the agency such as the use of the word “Immigration.”
  • *Logos appeal: Content explicitly presents factual information of some kind to further a point. Distinction is made between facts that are true and facts that are false.
  • Critical rhetoric and/or appeal to the credibility of the source: Content is anchored in sources, such as statements by third parties or the media, opinions surveys, or others, in order to ensure a greater credibility of the content. *Excludes watermarks for meme creation websites, as these elements are required for the meme’s production and don’t reasonably contribute to the rhetorical arguments being made.
  • Ethical and moral rhetoric: The content examines scandals, criticizes corruption or bad management of public resources.
  • Ideological appeal:  Content mentions rivalries between political factions.
  • Seducing or threatening rhetoric and/or emotional appeal: the content uses explicitly subjective and emotional aspects. Appeals to emotions like fear, hope, ect.
  • Propositional rhetoric and/or pragmatic appeal: The content suggests or refers to a political actor’s proposals or raises a discussion that criticizes to the rational calculus of the actor.
    • *Subcategory: Hypocrisy: Content asserts that a person/political actors opinions or actions don’t line up with their prior opinions or actions.*Subcategory: Attacks on intelligence: Content that asserts that a political actor or group of actors is unintelligent or uncapable or making rational decisions.