Serialità memetica e costruzione dell'immaginario: il meme come dispositivo di world-building politico pop = Memetic Seriality and Political Imaginaries: The Meme as a World-Building Device

Abstract

In recent years, political communication has been reshaped by the interplay between participatory culture, algorithmic logics, and the languages of pop culture. Digital platforms - especially TikTok - have turned political discourse into an iterative and collective practice, where visibility depends on the capacity of content to be reproduced, remixed, and recognized. This article examines how memetic seriality transforms contemporary political communication into an affective world-building device, capable of generating belonging and collective memory through repetition. Adopting a theoretical-interpretative approach supported by an empirical analysis of the case Io sono Giorgia (2019–2025), the study shows how algorithmic reiteration functions as a symbolic infrastructure of the digital public sphere. Memetic seriality thus emerges as a grammar of cultural and affective power: a system in which recursion replaces narration and visibility becomes the primary form of political legitimation.