Memes vs. Machines

Comparison of AI-generated Images vs. Traditional Memes in Right-Wing Social Media Discourse

Abstract

This paper examines the use of traditional internet memes and AI-generated images in the dissemination of right-wing ideologies on social media, focusing on their prevalence and engagement. Data was collected from prominent right-wing accounts and meme-centric profiles on Twitter/X during the two months preceding the 2024 U.S. presidential election. Prevalence, measured by the volume of posts, demonstrated that traditional memes dominate right-wing discourse, accounting for 77% of visual content shared by large accounts and 90% by smaller ones. Engagement metrics, including weighted interaction and virality scores, revealed that AI-generated images, while less frequent, achieved significantly higher engagement levels, particularly in large accounts. These findings suggest that memes serve as versatile and broadly appealing tools for ideological dissemination, while AI-generated images are more impactful in targeted, high-engagement contexts. The study highlights the complementary roles of these formats in right-wing messaging strategies and raises critical questions about the evolving implications of generative AI for political propaganda, emphasizing the need for future research into its influence across digital platforms.