This is a very good summary of how to meme effectively takes into account everything from Aristotle to GamerGate.
THE ON MEMEWAR GUIDE TO WRITING BETTER PROPAGANDA
THE MOST IMPORTANT RULE: CATCH PEOPLE’S ATTENTION AND HOLD IT BY BEING ENTERTAINING
KNOW YOUR TARGET:
Have a specific target in mind (either a person, or a well-developed stereotype). Know the narratives they use to make sense of the world.
Know what they are likely to find entertaining.
WRITE TO THE NARRATIVE:
Use a message that the target is likely to agree with.
If this is not possible, frame the message that they will disagree with in terms that they are likely to agree with. Ensure it fits enough so that it is not just recognizable, but is considered true without having to think about it. Use vague terms that are likely to have wide appeal, and can be applied to whatever the target has in mind.
BE ENTERTAINING:
Ensure that the propaganda is concise enough to be easily understood and digested.
Follow the setup/payoff model:
Setup: A familiar premise that sets expectations.
Payoff: An unexpected development that subverts the expectation.
The Payoff must be delivered quickly enough to trigger the ‘sudden realization’ that induces humor.
The setup and payoff can be Explicit (A guy walks into a bar) Contextual (your boss farts in a meeting) or Ironic (A towtruck stuck in a ditch)
Use forms and motifs from propaganda that is already successful. This ensures recognizability, which is eye-catching.
It also means there is a high likelihood that the person will find it entertaining.
EMOTIONAL MANIPULATION:
A strong emotion will overwhelm the target’s ability to rationally think through the implications of the message. Any emotion can achieve this. A very funny piece, an enraging piece, or a piece that causes dread or demoralization can be effective. AS LONG AS IT RESONATES WITH THE TARGET’S NARRATIVES.
HAVE A PURPOSE:
The propaganda should work to convey a narrative message. This can be a simple message about a person (or group of people).
IE, Joe Biden or all Democrats are stupid.
This can also be a way to contextualize events or relations.
IE, Joe Biden wants to tax us to death, the Democrats are running up the deficit.
The best messages are short and simple.
Overtime, the cumulative effect of many short messages will change a person’s worldview.
Some of the memes being produced in accordance with this guidance, and utilizing the latest DALL-E AI graphics engine, are very good. One example:
