62: The Authority of Memetic Nationalism?

The Last Gasp of a Dying Ideology

In the age of endless scrolling, memes have become the cultural weapons of choice. They are potent, digestible, and infinitely shareable, making them the perfect tools for shaping minds and movements. On the fringes of the internet and increasingly in mainstream discourse, memetic nationalism has emerged as a phenomenon where right-wing and far-right groups use memes to rally support, communicate ideology, and co-opt pop culture.

Through humor, irony, and an ever-adapting visual language, memetic nationalism simultaneously spreads its message to the masses while shielding itself from criticism. Memes act as both camouflage and recruitment tools, normalizing ideas that might otherwise remain in the shadows. The question is: what does this tell us about the future of nationalism itself? Is this a sign of its enduring relevance—or its final act?

The Power of Memes in the Nationalist Playbook

Memes thrive because they simplify complexity. They reduce ideas into symbols, slogans, and punchlines, easily digestible and quick to share. This simplicity is part of their genius, and their danger. Memetic nationalism weaponizes this power in three distinct ways:

1. Coded Messages for the In-Group

Much of memetic nationalism relies on dog whistles—messages that are meaningless to outsiders but deeply resonant for those already in the fold. This allows extremists to communicate out in the open while avoiding direct scrutiny. For example, the co-option of symbols like Pepe the Frog or phrases like “clown world” serves as a wink to insiders and an invitation to potential recruits.

2. Blurring Humor and Hate

By blending humor with subversive or hateful ideas, far-right memes disarm their audience. A meme mocking immigration policy may appear as a joke on the surface, but its underlying message seeps into the cultural bloodstream. Irony gives these messages plausible deniability—“it’s just a joke”—making them difficult to confront without seeming humorless or overreactive.

3. Hijacking Pop Culture

Memetic nationalism thrives by remixing beloved cultural symbols. A popular video game character might be reimagined as a nationalist hero, or a viral dance trend might pair with anti-immigration rhetoric. By tapping into shared cultural moments, these memes make extremism feel familiar and accessible, particularly to younger audiences.

Far-Right TikTok Campaigns

TikTok has become a key battleground for memetic nationalism. Short videos, often disguised as light-hearted or comedic content, weave nationalist narratives into popular trends. For example, viral videos mocking "woke culture" frequently act as a gateway to more radical content, leveraging the platform’s algorithm to amplify divisive messages.

The 2024 U.S. Election

Memetic nationalism has become an unofficial campaign strategy for far-right factions during the 2024 U.S. election. Memes portraying Trump as a mythic figure—a warrior against globalist elites—circulate widely, often created by anonymous accounts that tie their messaging to broader cultural frustrations.

International Reach

This is not a U.S.-only phenomenon. European far-right parties, from Marine Le Pen’s National Rally in France to Giorgia Meloni’s Brothers of Italy, have also embraced memetic nationalism. Their memes draw on shared grievances, often painting immigrants or supranational organizations like the EU as existential threats.

The Bigger Picture: Nationalism’s Last Stand?

While the rise of memetic nationalism is alarming, it may also reflect the desperation of a waning ideology. Nationalism, in its traditional form, is rooted in a sense of fixed identity: one language, one race, one nation. But the hyper-connected, borderless realities of the digital age challenge this worldview at every turn. Memes may serve as a lifeline, helping nationalism adapt to an increasingly fluid cultural environment—but how long can it hold on?

In many ways, the memeification of nationalism signals its fragmentation. By distilling its message into humor and irony, memetic nationalism trades depth for virality. The irony that fuels these memes often undermines the seriousness of their ideological core. The more nationalism relies on memes to survive, the more it risks becoming a hollow echo of itself, a spectacle rather than a movement.

Meanwhile, younger generations are growing up immersed in a globalized digital culture that prizes plurality and fluidity over rigid identity. Memetic nationalism may succeed in grabbing attention, but it struggles to build lasting institutions or frameworks that resonate with these shifting values. What happens when an ideology built on exclusion faces a world increasingly defined by interconnection?

Memetic nationalism might be loud, but perhaps that’s because it knows it’s running out of air. The internet may have amplified its voice, but it has also exposed its limits. Nationalism’s memes spread faster than ever—but maybe that’s just the speed of its last, desperate gasp.