Associative Programming in Political Propaganda (based on Internet Memes)

Digital technologies made a revolution of political communication, opening new ways of influence on audiences. This article examines how Internet memes as part of a broader digital culture have become powerful tools for shaping political attitudes. In particular, their ability to spread almost instantly and elicit strong emotional responses places them at the intersection of political science, neuroscience, and behavioral theory. Based on the hierarchical model of perception and Penfield’s seminal experiments on memory localization, the research shows that exposure to specific incentives can induce rich associative networks in the brain. Additional evidence from leading journals such as Nature Communications and Neuron suggests that neurons in the middle temporal lobe (MTL) can rapidly form and retain associations after minimal exposure. Therefore, a single emotionally charged meme can induce strong connections between the image of a political figure and an embedded ideological cue. Moreover, principles of classical and operant conditioning clarify why repeated encounters, coupled with social reinforcement – likes, shares, and comments – strengthen these connections. Users receive positive feedback from their peers, which perpetuates the creation and spread of memes with powerful emotional or ideological content. In this context, Internet memes act not only as a reflection of public sentiment, but also as a catalyst for the formation and reinforcement of certain viewpoints. They become labels for complex political concepts, easily integrating into the fast-paced conversational cycles of social media. As a result, politicians must adapt to this environment, where a catchy meme can shape discourse more effectively than traditional slogans. In the end, the study highlights the need for an interdisciplinary approach – embracing political science, neuroscience, and behavioral science – to understand how Internet memes shape and reinforce political beliefs in the digital age.