This paper aim is to present the theoretical dimension of internet memes as a key to understanding the contemporary political process. Guided by an immediate double interest, this article proposes (a) to present the internet meme as a category capable of dealing with multifaceted problems in the order of political debate; and (b) to discuss the meme's potential as a rhetorical and persuasive artifact. In this way, we try to weave approximations and distances with categories of common use in the field of Political Communication, some coming from, others transposed to advertising and publicity, such as the jingle, the slogan, and, more general term impossible, the image. To achieve this goal, we set out an exploratory study of the political memes published on Twitter during the televised presidential debates in the first round of the 2014 Elections. Based on the data collected, we undertook a content analysis that sought to discuss the appropriation of the memes language by political propaganda and election campaigns on the internet.
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