“We are only to Appear to be Fighting Corruption…We can’t even Bite”: online memetic anti-corruption discourse in the Ghanaian media

Abstract

Abstract Purpose The goal of this study is to explore how memes are used as tools to expose and shame corruption in Ghana. The Ghanaian media has used memes to criticize unhealthy governmental and social practices and advocated for alternative approaches to addressing these issues. Thus, we explore the qualities memes possess in contributing to the anti-corruption discourse in Ghana. Methods Using visual rhetoric and metaphorical analysis of five media memes purposively collected from the Facebook page of Tilapia Da Cartoonist of TV3, this study discusses the approaches memes employ to ridicule and humorize the fight against corruption in Ghana and suggests remediations for governmental corruption. Results We find that memes play crucial anti-corruption roles. As such, they criticize corruption by showing the impact of corruption on the average citizen. Memes reveal the suppression of anti-corruption agents and agencies and the lack of real commitment to the fight against corruption in Ghana. While memes expose and criticize corruption, they also provide utilitarian approaches to addressing corruption. Central to this study, the research finds that humor is a basic feature of memes. However, within the Ghanaian media context, the humor in a meme does not affect the seriousness of the message a meme conveys. Practical implications Memes can be used strategically as an advocacy tool and a good complement to daily news reports. Social implications Media memes could be used as active media tools to produce, reproduce, distribute, and enhance complex socio-political narratives in society. This may have social and political implications for society. Originality This is the first study to explore memes as an anti-corruption media text. It is also the first study to examine the impact of humor on the message a meme conveys. This is done through a qualitative interpretation of the memes. Limitations and recommendations are provided.