Abstract:
This article explores the significant role of internet memes in the reconstruction of Ukrainian society following crises such as military conflicts, economic instability, and social transformations. As a form of digital communication, memes are an integral part of modern media culture and a powerful tool for conveying ideas and emotions to a broad audience. In the context of Ukraine’s recovery, memes act as a means of modernization, helping to shape a collective national identity. They unite various segments of the population around shared values, fostering social cohesion and strengthening the community. One of the primary functions of memes is their ability to quickly adapt to changing social and political environments. During times of conflict and instability, they allow for the reflection on complex events through humor and satire, helping people accept change. This makes memes an effective tool for integrating society into global processes. The article analyzes the psychological and sociological impact of memes, particularly in shaping public opinion and collective memory. During political upheavals in Ukraine, memes were used to mobilize public support, criticize authorities, and highlight social issues. They became a means of political activism and resistance, especially during the 2014 Russian aggression and the full-scale conflict in 2022. Memes like «The Ghost of Kyiv» and «Russian Warship» became symbols of resistance and national pride both in Ukraine and abroad. By analyzing the role of memes in Ukraine's post-conflict recovery and modernization, this article contributes to a broader understanding of how digital culture and communication technologies impact societal development. Memes have evolved into more than just online entertainment; they have become an essential part of political communication and a key tool in shaping modern national identities. Through their widespread use in social media, memes offer a unique lens through which to observe and understand the dynamic processes of cultural transformation and adaptation in Ukraine and beyond. Additionally, the article examines the use of memes in propaganda and counter-propaganda. In hybrid warfare, memes help combat disinformation, defending Ukraine’s sovereignty. They respond swiftly to informational attacks, spreading truthful information and debunking fake news. Overall, the article demonstrates that memes are not only a form of entertainment but also a powerful instrument of social cohesion, political mobilization, and national identity formation.
