Internet Memes as a Far-Right Communication Strategy –
An Analysis of Right-Wing Populist Memes and a Study on the Competencies of Bavaria’s Youth in Engaging with Them

Far-right groups increasingly rely on social media as part of their communication strategies, with internet memes playing a significant role. Memes, with their high potential for viral spread, are used to disseminate far-right messages. Depictions that obscure their ideological roots can serve as low-threshold entry points for various target groups, particularly for young people.

Against this backdrop, this research project aims to:

1. scientifically analyze the communication strategies of far-right actors through their use of right-wing populist internet memes as well as…
2. assess the capabilities of young people to identify and appropriately respond to such communication strategies.

The project is conducted by the Chair of Digital and Strategic Communication at the University of Passau and the JFF – Institute for Media Research and Media Education.

The University of Passau team will focus on analyzing internet memes, considering whether they explicitly or implicitly reference Bavaria.

Meanwhile, the JFF team will conduct a study involving Bavarian teenagers and young adults aged 14 to 20. Through research workshops and individual interviews, participants will discuss a selection of previously analyzed memes. The study aims to understand how young people perceive, interpret, and respond to right-wing populist memes.