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This articleauthorDr. Yip Man-honis the chairman of the Asian Marketing Technology Association and writes a column for the Hong Kong Economic Journal“The Words of God“.
U.S. President Biden’s re-election campaign team recently posted a new position on its official website: “Content and Meme Page Partner Manager”, indicating that the Biden camp hopes to continue its successful experience of cooperating with Internet celebrities in 2020 to attract support from young voters.
For many years, the Biden team has been trying to integrate into the meme culture (commonly known as meme), which is full of humor and irony. Looking back at 2016, then Democratic presidential candidate Hillary Clinton used the globally popular “Pokémon GO” game to call on young people to vote, but the result was counterproductive. On the contrary, supporters of former President Trump cleverly used meme images to help him win the election.
In the 2020 election, the Biden camp actively cooperated with Internet celebrities, and continued this strategy when running for re-election this year. The new position recruited this time is a full-time job with an annual salary ranging from 65,000 to 85,000 US dollars. The technology news website TechCrunch described the position as requiring the ability of a “skilled meme master”. Recently, the Biden camp has actively followed the Internet trend and even quoted the “Dark Brandon” meme from the opposition again, making Biden’s image more interesting and close to the public.
Some political analysts pointed out that this artificially created quasi-grassroots cultural interference method is a new way of thinking about election activities in the 21st century. Due to personalized computer algorithms, users can see interesting content on their mobile phones at any time, but politics often makes people feel boring and irritated. Clarke Humphrey, senior adviser to the “Digital Persuasion Department” of the Biden campaign team, explained that the job of the new position is not to make memes, but to establish cooperative relationships with creators who agree to make memes on behalf of the Biden camp. Humphrey said: “We can’t decide what these people post, and we never do that. We hope to establish relationships with the people who operate these accounts, share resources, and discuss issues directly so that they can get the information they need.”
Collaborating with influencers and meme culture is an important strategy for modern political campaigns. Meme culture has become a popular way of communication among young voters and spreads rapidly on social media platforms. By connecting with meme creators, the Biden campaign can better understand the pulse of this culture while creating more attractive and resonant content. This not only helps to attract voters’ attention, but also builds a sense of trust and community among them.
The creation of this new position also reflects that the Biden camp values young voters. Young people often express their views and values by sharing memes on social media. Therefore, through the spread of memes, the Biden campaign team can better interact with this group and bring them into the mainstream of the election campaign. This connection with young voters will help the Biden campaign team expand its support base and increase its chances of winning.
However, there are some risks in using memes in political elections. The content of memes is usually short-lived and emotionally charged, and may undergo unexpected changes during the dissemination process. The effects of political memes are also difficult to predict, and may sometimes cause controversy or be misunderstood. Therefore, the Biden campaign team needs to be cautious and sensitive while using memes to shape the election situation to avoid negative effects.
More articles by Dr. Ye Wenhan:
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