Title: Meme-ology: Interpreting PBBM Memes through Semiotic Theory
Authors: Anjelic Anne R. Olipendo-Alcontin (Author)
Volume: 9
Issue: 11
Pages: 264-271
Publication Date: 2025/11/28
Abstract:
This study examines political memes related to President Ferdinand "Bongbong" Marcos Jr. (PBBM) through the lens of semiotic theory, highlighting their role as instruments of political communication, critique, and digital engagement. Using Charles Morris's framework of icons, symbols, and indexes, the analysis reveals how visual and textual elements combine to encode layered meanings-denotative, connotative, and mythological-within online discourse. The findings demonstrate that these memes function not merely as humorous artifacts but as participatory tools that allow citizens to express dissent, challenge authority, and articulate collective frustrations regarding governance, privilege, and accountability. Iconic imagery, such as BBM's caricatured expressions and pop-culture analogies (e.g., Superman, vampire, Homer Simpson), deconstructs political power by transforming the leader into an object of satire. Symbolic elements like rice price signage and tax references further amplify socio-economic critique, exposing unfulfilled promises and systemic inequality. At the mythological level, the memes subvert dominant political narratives, dismantling myths of dynastic loyalty, impunity, and wealth-based legitimacy. Overall, the study underscores the power of memes as contemporary political texts that democratize discourse and bridge humor with activism. They serve as a new mode of political participation in the digital public sphere, where critique and entertainment intersect. The study concludes that understanding the semiotic mechanisms of memes is essential for analyzing their influence on political perception, civic engagement, and public opinion formation in the digital age.