Memes y Prensa Digital

The study analyses the use of memes in the digital press through the Instagram accounts of ‘El Comercio’ and ‘La Posta’ during October 2022. Using a mixed methodology, 780 publications are examined to identify the frequency, themes and formats of memes used. It is found that ‘El Comercio’ uses memes in 29.32% of its publications, while ‘La Posta’ uses memes in 21.01%. The predominant themes are social and advertising in ‘El Comercio’, and a greater thematic diversity in ‘La Posta’, covering politics, economy and security. and security. The most common formats are images, with less use of videos and cartoons. Memes prove to be effective tools to increase interaction with the public, combining information and entertainment. The research underlines the need to apply specific theoretical frameworks from meme and digital communication studies to refine the categories and descriptions used in future analyses.