Scroll, laugh, learn: Political memes as catalysts for active information-seeking

Le résumé fourni par la source

Political memes have become a significant form of political communication. Often created and shared as satirical commentaries on current events, they influence how users engage with news and information on social media. As digital environments see a rise in passive ways of news consumption, understanding how memes may trigger engagement with political issues becomes crucial. This study investigates how political memes prompt active information-seeking behavior. Using thematic analysis of 33 interviews with Czech social media users, we examine three key stages of the process – attention to specific memes, triggers for seeking additional information, and motivations for further circulation. Our findings suggest prior political knowledge plays a key role in social media users’ decision to seek additional information about the meme. However, social cues, people’s prior attitudes and specific emotional and cognitive responses serve as important perceptual filters for both information-seeking behavior and further spread of memes.

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