Memes as a Mirror of Society: A Multimodal Critical Discourse Analysis of Pakistani Memes Culture

Abstract

In this digital age, where social media has become the major communication platform, memes are a powerful medium to reflect and shape societal narratives. This study aims to analyze the role of these digital artifacts as a means of social commentary in Pakistan. This study analyzes the multimodality of memes acting as political satire, cultural identity, economic crisis, and the community’s social practices and preferences through Van Leeuwen’s Social Semiotic model. The data collected for this study is 80 memes created and circulated in 2024, classified into various dimensions of Pakistani society, such as political, sociocultural, economic, religious, educational, etc. The qualitative analysis reveals how memes reflect, critique, and challenge the power dynamics within society. The findings reveal that memes are not only a source of entertainment but also address society’s serious and worth-noticing problems under the mask of humour. Furthermore, the significance of this study lies in its critical contribution to understanding digital communication. The research calls for attention to the harsh realities of society and suggests that a positive change in society would help to better portray the Pakistani community around the globe.

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