The Power of Memes in Crisis: the potential for emotional contagion of memes during a crisis

Abstract

The subject of the research is the study of the influence of memes during crises. Internet memes as a communication tool and new media languages are able to create and spread emotions that can promote social cohesion, as well as increase social confidence, which is considered vital during crises. Given the importance of Internet memes as a powerful tool to strengthen social cohesion and trust in difficult times, it is important to give an idea of how memes and emotional contagion can be used in crisis communication. The aim of the study is to provide a more complete understanding of the role of Internet memes, especially during crises such as the COVID-19 pandemic, in emotionally affected Iranian social media users. To achieve this goal, the study used a mixed-method approach, content analysis including COVID-19 memes on Iranian social networks and a quantitative survey using a questionnaire developed by the researchers. The statistical sample of the study consisted of 150 Iranian social media users who were randomly selected. The novelty of the research lies in the study of the function of memes in crisis communication and emotional contagion, especially in the context of Iran. The study expands the boundaries and offers new insights into how memes can be an effective tool to strengthen social cohesion and increase trust in difficult times. The focus of the study on the Iranian context also adds to its novelty, as it provides specific information that is not available in the existing literature. The study provides empirical support to politicians, especially Iranians, in tracking public opinion on critical topics, or in managing collective emotions via the Internet and stimulating and mobilizing public action by individuals. Memes can be used for crisis communication and public participation. The results of the study indicate the widespread use and recognition of memories in Iran during the COVID-19 pandemic, in terms of income tax information for expressing feelings and interest. Emotional contagion through memes is moderate and mostly mental, with respondents believing that memes are more effective, fast, and desirable than other types of messages and posts.