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Analysing the Use of Memes as a Messaging Strategy for Resilience and Crisis Communication

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  • Chizorom Ebosie Okoronkwo

    (University of Central Florida)

Abstract

This review analyses the use of memes as a messaging strategy for resilience and crisis communication. Memes utilise the viral nature to convey messages rapidly and efficiently when employed as a communications tactic. This makes memes an essential tool in marketing strategy for resilience and crisis communication. This review is underpinned with the Situational Crisis Communication Theory (SCCT), which was developed by W. Timothy Coombs. Memes have evolved into powerful communication tools capable of conveying complex emotions, ideas, and social commentaries with remarkable speed and reach. They can quickly spread messages, counteract misinformation, and foster a sense of community among those affected. Memes have demonstrated their value in resilience communication by offering a platform for expressing shared experiences and fostering emotional connections. They empower individuals and communities to cope with adversity, using humour and relatability to make complex concepts more accessible. Memes contribute to the promotion of resilience by reinforcing social bonds and enabling people to find solidarity in difficult situations. Their capacity to resonate culturally and emotionally ensures that they remain relevant and impactful in digital communication. As the digital landscape continues to evolve, the role of memes in engaging audiences, building community, and promoting resilience will likely become even more pronounced, solidifying their place as central tools in both crisis and resilience communication strategies. It was concluded that memes are essential marketing strategy tools for resilience and crisis communication.

Suggested Citation

  • Chizorom Ebosie Okoronkwo, 2025. "Analysing the Use of Memes as a Messaging Strategy for Resilience and Crisis Communication," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(1), pages 2900-2909, January.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:1:p:2900-2909
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    References listed on IDEAS

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    1. Razzaq, Ali & Shao, Wei & Quach, Sara, 2024. "Meme marketing effectiveness: A moderated-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    2. Chang-Dae Ham & Jeesun Kim, 2019. "The Role of CSR in Crises: Integration of Situational Crisis Communication Theory and the Persuasion Knowledge Model," Journal of Business Ethics, Springer, vol. 158(2), pages 353-372, August.
    3. Sandra Waddock, 2018. "Narrative, Memes, and the Prospect of Large Systems Change," Humanistic Management Journal, Springer, vol. 3(1), pages 17-45, July.
    4. Sherri L. Martinie & Jeong-Hee Kim & Deborah Abernathy, 2016. "“Better to be a pessimist”: A narrative inquiry into mathematics teachers' experience of the transition to the Common Core," The Journal of Educational Research, Taylor & Francis Journals, vol. 109(6), pages 658-665, November.
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