COGNITIVE STUDIES | ÉTUDES COGNITIVES, 20 Warsaw 2020 Article No.: 2246 DOI: 10.11649/cs.2246 Citation: Pidku˘ımukha, L., & Kiss, N. (2020). Battle of narratives: Political memes during the 2019 Ukrainian presidential election. Cognitive Studies | Études cogniti- ves, 2020 (20), Article 2246. https://doi.org/10.11649/ cs.2246 LIUDMYLA PIDKU˘IMUKHA NADIYA KISS Ukrainian Language Department, Faculty of Institute for Slavic Studies, Justus Liebig Uni- Humanities, National University of Kyiv– versity of Giessen, Germany Mohyla Academy, Ukraine https://orcid.org/0000-0002-2077-7605 https://orcid.org/0000-0003-2017-1213
[email protected] [email protected] BATTLE OF NARRATIVES: POLITICAL MEMES DURING THE 2019 UKRAINIAN PRESIDENTIAL ELECTION Abstract The article highlights the peculiarities of political internet memes as information units that shape public opinion. The article also examines the role of memes in society. The research material inclu- des creolized memes (including both verbal and visual elements) about the Ukrainian politicians Petro Poroshenko and Volodymyr Zelenskyi. These memes were created in 2019 during the Ukrai- nian presidential election. The article firstly focuses on the verbal aspects of the memes and their semantic and functional features. In addition, the peculiarities of opponent image construction are analysed. The article then examines the influence of Ukrainian politicians on the conduct of the “meme war”. The article also sheds light on the role which memes play in the polarization of society. Keywords: political meme; creolized meme; polarization of society; elections; image of opponent; politics in Ukraine 1 Introduction A peculiarity of political internet memes frequently lies in the fact that they not only reflect ideas, but also demonstrate a certain attitude towards a political event, political power in general, or a specific political leader.