Abstract:
This study aims to analyze how humor is used as a strategy to propagate political messages on Twitter. The literature discussion focuses on studies on echo chamber on social media and humor and memes in political contexts. We analyze two tweets from Ciro Gomes, a Brazilian presidential candidate in 2018, during the political campaign. Our method is Computer-Mediated Discourse Analysis. Our main results show that (1) memes replicability is essential for its propagation and (2) humor is used to soften political discourse, also helping to propagate messages.
Keywords:
Computer-Mediated Discourse Analysis; humor; meme; political polarization; Twitter