The main theoretical approaches to the study of internet meme as a tool of modern political communication

The main format of communication is gradually moving to online, people do everything on the Internet: they build communication among themselves, solve socially significant tasks, search for necessary information, etc. Today, the Internet acts as a tool of political communication, where the creation of such spontaneous forms of communication as political Internet memes also have mass demand. The political Internet meme is one of the little-studied phenomena that is located at the intersection of digital culture and political communication. The meme can be considered as a creative product of the masses, as well as a tool of political PR technologies. Often, those meanings and images that are perceived by society are created intentionally. They help the communicator to manipulate public opinion and introduce certain ideas. An analysis of the main possible theoretical approaches to studying the phenomenon of the Internet meme in political life and its functional potential to influence the formation of public opinion in modern society is gaining relevance.