Why TikTok Memes Shape How You See the Ukrainian Invasion

Source: Vinsky 2002, Marynka/Pixabay

Memes translate complex ideas into simple, easily digestible, emotionally evocative messages that draw on an existing cultural schema. Memes construct the narratives that frame events, as we see with the Ukraine Invasion and influence who is cast as the hero and villain, “like us,” and “the other.”

KEY POINTS

• Social media’s aesthetics are shaping how we see the Ukrainian Invasion
• Memes translate complex ideas into snackable cultural commentary
• While still humorous, memes now help construct the narrative around global events
• TikTok has taken over as the ‘go-to’ source for short-form content on the Ukraine Invasion
• Memes help humanize and simplify conflict, creating clear heroes and villains
• Memes trigger emotion, increasing retention, reducing critical thinking, and enhancing the potential for misinformation

What’s in a Meme?

Nowhere are memes more prevalent than in social media. TikTok, in particular, has embraced meme culture and short-form content. TikTok is also the go-to source for updates on Ukraine for younger generations. The app is so influential that Ukrainian President Zelensky appealed to TikTok users to help end…