Between Hagiography and Self-Trolling: Multimodal Analysis of Memes for Boric in the 2021 Chilean Presidential Election

Abstract

We use the concept of hagiography to analyze the absurd content found in the memes that circulated after the first round of Chile’s 2021 presidential election. We examined 201 video and image memes to elucidate how the supporters of the then-candidate Gabriel Boric created a narrative of the political moment. A qualitative multimodal analysis shows the use of absurdity to create a heroic idealization of the leftist politician who eventually won the presidency. Social media users depicted the election as a climactic moment where democracy was in danger and portrayed Boric as the hero who appeared at just the right moment with the right message. The term hagiography refers to stories about saints that were read collectively and contributed to the creation of worship communities in medieval Europe. This notion, together with multimodal analysis, helps us understand absurdity not only as a matter of form and content but also as a mode of interaction mediated by memes.