Internet Memes as a Tool of Political Communication: Theoretical and Methodological Foundations of Research In the Era of Digital Transformation

This article provides a comprehensive analysis of internet memes as a significant phenomenon in contemporary political communication. The digital transformation of the public sphere has given rise to new formats of political interaction, among which Internet memes, with their virality, brevity, and emotional charge, occupy a central place. The aim of this study is to systematize and synthesize theoretical approaches to the study of political memes and to justify the need to develop an interdisciplinary research field – political memeology. The author concludes that Internet memes are not simply a form of digital folklore or entertainment, but a powerful tool for shaping and transforming the political agenda, fighting for hegemony in digital space, implementing soft power strategies, and constructing new forms of political identity.