A Multimodal Critical Discourse Analysis of Selected Socio-Cultural and Socio-Political Memes among Nigerian Netizens

Abstract

This study presents a critical multimodal analysis of memes of different socio-cultural and socio-political issues in Nigeria purposively collected from three dominant online platforms - X (Former Twitter), Facebook, and Nairaland, (seven memes each from socio-cultural and socio-political issues) within a period of six-month (December 2024 to May 2025), totalling fourteen memes. The analysis, informed by Theo van Leeuwen's socio-semiotic model and Norman Fairclough's socio-cultural approach to critical discourse studies (CDS), examines both linguistic and non-linguistic resources used to create meaning and impact in the selected memes through a qualitative and comparative methods of analysis. The findings reveal that these memes play crucial roles in mobilizing the electorate and influencing public opinion through persuasion and solidarity-building techniques. The study reveals that political and cultural identities are constructed in the discourse. Socio-political memes can mobilize action, raise awareness, or critique governance and may contribute to polarization or reinforce existing views; while socio-cultural memes foster social connection, shared laughter, or cultural pride and can spark conversations about social norms and cultural values. It confirms that both types of memes can increase engagement with social issues and politics and provide a platform for Nigerians to express themselves and be heard. The study highlights the construction of socio-cultural identities in the discourse and underscores the importance of online platforms in mediating socio-cultural and socio-political memes in Nigeria. The study concludes that memes are not meaningless constructs but are imbued with thoughts, anxieties, ideologies, and identities expressed by Nigerian netizens.