When Humor Votes: An Analysis of Memes about Leni Robredo and Bongbong Marcos in r/Philippines

Proponent/s Name/s (Last Name, First Name, Middle Initial)

• Laurice Anne R. Armentia, De La Salle UniversityFollow
• Eric Izeyah M. Baes, De La Salle UniversityFollow
• Angel Nicole D. Sacramento, De La Salle UniversityFollow
• Mariella Azriel A. Villalobos, De La Salle UniversityFollow

Document Types

Paper Presentation

Research Theme (for Paper Presentation and Poster Presentation submissions only)

Media and Philippine Studies (MPS)

School Name

De La Salle University

Track or Strand

Humanities and Social Science (HUMSS)

Research Advisor (Last Name, First Name, Middle Initial)

Mangaran, Mon Karlo, L.

Start Date

23-6-2026 3:30 PM

End Date

23-6-2026 5:00 PM

Zoom Link/ Room Assignment

DLSU Manila Campus (In-person) - Don Enrique T. Yuchengco Hall - Y405

Abstract/Executive Summary

This study looks at how political memes posted in r/Philippines served as forms of humor, commentary, and political meaning-making during the 2022 Philippine presidential elections. Using Pantawang Pananaw as its main framework and Semiotics as supporting theory, the study examines how these memes reflect Filipino political humor and influence how people view Ferdinand “Bongbong” Marcos Jr. and Maria Leonor “Leni” Robredo. Through a qualitative descriptive research design, the researchers analyzed 30 purposively selected memes posted in 2022, which were equally grouped into memes about Marcos, Robredo, and both candidates. The data were interpreted using thematic analysis and semiotic analysis.

The findings showed that memes in r/Philippines acted as digital expressions of political participation, criticism, and identity. Five key themes were identified: Legitimacy and Supported Culture, Polarization and Social Division, and Spectacle, Symbolism, and Myth-making. Different humor strategies such as satire, parody, exaggeration, and comparison were also used to shape the public image of the candidates and strengthen certain political narratives.

The study concludes that political memes are more than just humorous online posts, as they also function as culturally rooted texts that reflect Filipino political views, tensions, and social realities. As participatory and multimodal forms of discourse, memes play an important role in digital civic engagement and political commentary in present-day Philippine politics.

Keywords

political memes; r/Philippines; 2022 Philippine elections; Pantawang Pananaw; political humor

Initial Consent for Publication

yes

Statement of Originality

yes