MEMING UP THE SCANDALS: INTERNET MEMES AS AMPLIFIERS OF SCANDALS

Abstract

This research investigates the amplifying role of memes in political scandals. This study, therefore, begins with the hypothesis that political scandals originating from mainstream media extend to social networks through memes. Consequently, the duration and impact of a specific scandal are extended as it circulates within these online platforms. The case study examines three Croatian news portals – Večernji.hr, Index.hr, and Slobodnadalmacija.hr – and analyzes memes published on the Megatroll Split Facebook page in June 2022. Findings indicate that despite a smaller number of memes generated within a two-day timeframe, the Megatroll Split Facebook page received more user engagement than Večernji. hr, which published sixteen articles over eight days. This research confirms the significant role of memes in political scandals and underscores the need for further exploration in this area.