DECODING MULTIMODAL LEGITIMIZING: EXAMINING INTERNET MEMES IN THE CONTEXT OF SUSTAINABLE DEVELOPMENT'S AGENDA

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.