Online Knowledge Production in Polarized Political Memes: The Case of Critical Race Theory

TL;DR

This study examines how polarized political memes about critical race theory on Facebook manipulate definitions of racism to influence public perception, revealing complex knowledge-building practices beyond simple post-truth narratives.

Contribution

It introduces a novel analysis of visual and textual tactics in memes, applying image clustering and discourse analysis to understand political epistemology in online knowledge production.

Findings

Both pro- and anti-CRT memes use similar rhetorical tactics.

Memes manipulate definitions of racism and antiracism.

Memes serve as knowledge-building practices in political discourse.

Abstract

Visual culture has long been deployed by actors across the political spectrum as tools of political mobilization, and have recently incorporated new communication tools, such as memes, GIFs, and emojis. In this study, we analyze the top-circulated Facebook memes relating to critical race theory (CRT) from May 2021 - May 2022 to investigate their visual and textual appeals. Using image clustering techniques and critical discourse analysis, we find that both pro- and anti-CRT memes deploy similar rhetorical tactics to make bifurcating arguments, most of which do not pertain to the academic formulations of CRT. Instead, these memes manipulate definitions of racism and antiracism to appeal to their respective audiences. We argue that labeling such discursive practices as simply a symptom of "post-truth" politics is a potentially unproductive stance. Instead, theorizing the knowledge-building practices of these memes through a lens of political epistemology allows us to understand how they produce meaning.