Abstract:
This study investigates the problem of memes that address climate change, they
can both educate and mislead audiences. Therefore, a multimodal semiotic
analysis theory proposed by Kress & Van Leeuwen (2006), reveals how these
elements contribute to the overall me ssage and influence of memes, such as the
value of information, salience, and framing. Hence, uses the theory of Van
Leeuwen (2007) to strengthen this analysis legitimacy in understanding how
messages are delivered and received in various media, including internet memes.
Furthermore, this research adopts a qualitative research methodology proposed
by Creswell (2018), with data collection techniques suggested by Huberman and
Miles (1984). This study of internet memes related to the Indonesian SDGs
(climate change) shows that these memes use multimodal elements—such as
images, text, and audio-visual cues—to effectively communicate complex
messages about sustainability and influence audiences’ understanding and policy
decisions on climate change, highlighting the need for careful interpretation of
these multimodal signs. Memes simplify and convey critical issues, making them
accessible and memorable to a wider audience. Humor and irony enhance their
persuasive impact, often using legitimacy strategies such as authoritativeness,
moral evaluation, rationalization, and mythopoeia to advocate for climate action.
Specifically, the findings suggest that exposure to climate change memes
significantly increases individuals’ willingness to engage in online climate action
initiatives. Through this analysis, the study provides valuable insights into how
internet memes can be leveraged to support and advance sustainable development
goals, particularly in the context of climate change.
