El meme: herramienta satírica durante el proceso de remoción del alcalde del Distrito Metropolitano de Quito Jorge Yunda. Caso de estudio: La Posta

Abstract

Social networks play an important role in the everyday life of millions of people worldwide. The digital world, especially social networks, have begun to colonize certain aspects of our activities, for instance, the analysis of social conjunctures, one of the most recurrent phenomena today, is the use of the meme as a political satire and a way of mocking citizens towards certain social and political actors. This study seeks to analyze the use of the meme as a political and communication strategy in the case of removal of the mayor of Quito Jorge Yunda in the digital media La Posta. To understand the dynamics existing within the discourse of the meme and its argumentative logic in social networks, first of all, the memes of the official account of La Posta on Instagram were chosen. Then, by means of matrices, a multimodal discourse analysis was carried out, which allowed to know the components of the discourse in the meme, the recipients or consumers of the meme, the profile of the sender and the formation of the speech. Investigating this object allows to open new spheres for the debate around social networks, digital journalism and the use of the meme. Furthermore, it allows to analyze the meme as a form of political satire to narrate current events in Ecuador, it also makes possible an approach to thinking about whether digital journalism and its different ways of describing events is generating social debate.