Missing IUML flags, Panoor blast, Modi guarantee: Memes embrace LS poll heat; influencers passive

Amidst the fervor of the Lok Sabha elections, social media has become a battleground for creative expression as memes take center stage. From satirical jabs at election candidates to humorous commentary on campaign promises, these digital creations are also reflecting public discourse. With each share and like, social media users are engaging in a unique form of political activism, blending humor with social commentary. Though many consider memes as something that makes youth more apolitical, they serve as both entertainment and a reflection of Kerala sentiments, especially when the election heat intensifies. Also, these memes appear more like creative criticism than the alleged and condemnable cyber attacks political rivals make each other.

There are many Malayalam social media meme handles on platforms like X, Facebook, and Instagram. Mathrubhumi English is looking into Lok Sabha election-related topics that have appeared on popular meme handles, namely ICU Chalu Union, Troll Republic, and Troll Malayalam, since the elections were declared. Some of the major topics that have appeared on these handles are:

Congress leaders switching affiliation to BJP
A meme on ICU Chalu Union features a scene from the Malayalam movie Brahmayugham. It mimics a dialogue from the movie and reads, "Guest arrives every other week."

Missing IUML flags in Wayanad UDF rally
A meme on Troll Malayalam showcases a scene from the Malayalam movie Chandralekha and depicts UDF members hiding IUML flags.

PM Modi’s claim that fuel prices will be reduced if voted to power
A meme on Troll Republic features a scene from the Malayalam movie Premalu. It mimics a dialogue from the movie and reads, "Just kidding."

BJP candidate Suresh Gopi's visit to mosque for Iftar party and public events
A meme on ICU Chalu Union features a scene from the Malayalam movie Pulivalkayanam. It reads, "It's good that the election came before Onam, or else Suresh Shobhi would have done the Tiger Dance."

VVPAT Modi Guarantee
The meme discusses the report of an extra vote recorded for BJP in VVPAT where 9 votes were cast but 10 VVPAT slips were printed, with the extra slip marked with the BJP symbol. It features a scene from the Malayalam movie Manichithrathazhu and reads, "It is because of Modi’s Guarantee that every technical issue gives an extra vote to BJP."

Another related meme on VVPAT

Rahul Gandhi not contesting from North India; Robert Vadra’s interest
The meme showcases a scene from the Malayalam movie Amar Akbar Antony. It shows Robert Vadra asking Rahul whether he can take the Amethi seat as the latter is contesting from Wayanad.

Ganapathi Vattam
The meme refers to BJP candidate K Surendran’s claim that Sultan Bathery will be renamed Ganapathi Vattam if he wins in Wayanad. It showcases a scene from the Malayalam movie Thondimuthalum Driksakshiyum and reads, “I have experience renaming beef curry as onion curry.”

CPM’s election tagline that there is no India without the Left Front
The meme features a scene from the Malayalam movie Premalu, with a character labeled as ‘NOTA’ saying, “See…No one Cares.”

Bogus voting case against CPM
The meme refers to a report on a bogus voting case against a CPM leader. It showcases an awkward face of Mohanlal from an old movie and includes the text, “There is no India without the Left Front. That’s why.”

Panoor blast
The meme refers to a report of CPM seeking a comprehensive probe into the Panoor blast. It showcases a scene from the Malayalam movie Sethurama Iyer CBI, with the character tailor Mani, who is the real culprit behind a murder, tactically appealing to the CBI to probe the crime.

Memes also featured themes like affidavits painting that candidates are poor, Congress loyalists' attitude towards leaders joining BJP,  Flag of CPM turning green in Muslim dominant areas, Promise of Wayanad candidates, CPM’s stand on SDPI and PDP, CPM's rerouting on KK Shailaja’s remarks on morphed video,CPM’s distancing from DYFI over Panoor blast, Voters’ confusion on whom to vote, IUML’s appeal to reschedule election date, Chembada remarks against Shafi Parambil, Visibility earned by Kerala Story due to protest by CPM and Congress, UDF’s double standards on communalism, CPM’s double standards on cyberattack faced by Uma Thomas and KK Rema, CPM’s double standards on UAPA, Ponnani LDF candidate’s criticism on Pinarayi Vijayan, Anna Hazare’s silence breaking on Arvind Kejriwal’s arrest, CPM loyalists supporting MM Mani’s regressive remarks, BJP worker arrested for NDA candidate attack, BJP's poll campaign focusing communalism, Ayodhya, PM Modi's remark against Muslims, A K Antony vs Anil Antony, DYFI Pothichoru argument for lack of equipment at hospitals, CPM's version change on cyberattack against K K Shailaja.

Expert opinion

Ajith MS, a Corporate Communication professional, observes that Malayalam Facebook memes often resemble ad copies rather than colloquial expressions. "These memes are framed in a non-colloquial manner, opting for a news channel-like approach focusing on a single topic for prime-time debate rather than addressing broader subjects," he noted.

He further remarked on how Malayalam meme handles sometimes perpetuate stereotypes. "Certain groups are mocked using terms like Sanghi, Congi, Commie, Sudu, which I find unappealing. These are sweeping generalizations and they divert attention from real issues," he emphasized.

Ajith is of the opinion that video memes are more engaging, with Instagram being the preferred platform among youngsters. "Many video memes incorporate film clippings to enhance appeal. Beyond mere cringe elements, some memes offer criticism backed by data and valid points," he observed. "Pro-BJP groups are particularly active in promoting such memes," he said.

According to Damodar Prasad, a seasoned multimedia practitioner and independent researcher, memes have become a tool for shaping political discourse. However, he contends that they do not wield the same power of truth-telling as cartoons. "What we observe is that these memes are frequently employed for personal attacks rather than questioning those in authority, as cartoons do. Moreover, these memes serve as a conduit for shaping political narratives in this post-truth era. Similarly, we cannot anticipate the same level of decorum as seen in cartoons," he stated.

Prasad emphasized that despite these challenges, memes can serve as a catalyst when wielded by individuals with good intentions. "In contrast to cartoons, even an artistically inexperienced individual can create memes. It provides an avenue for expressing criticism with minimal effort, as numerous apps and software are readily available. Furthermore, memes may possess a wider reach owing to their entertaining and comic appeal," he noted. 

Social media influencers passive

An intriguing trend emerges from Kerala. Influential figures from political parties, spokespersons, loyalists as well as seemingly neutral individuals with hidden party affiliations, utilize social media to portray their favored party in a positive light. Despite this, many social media influencers in Kerala tend to steer clear of content directly affiliated with political parties, although some are vocal about addressing social issues. Interestingly, neither of the political parties in Kerala seems proactive in leveraging popular social media influencers to construct a favorable narrative during election time.