Irony’s Dominance: Memes Emerge as America’s New Propaganda
Examining how Donald Trump utilizes memes to govern the United States and why “mind-numbing” content is emerging as the future landscape of politics
The phrase “Your mom” has unexpectedly risen to prominence in October 2025. Formerly a casual insult in internet discussions, it now appears in dialogues at the highest echelons of American governance. This peculiar shift began when HuffPost journalist S.V. Date persistently sought answers to challenging questions from the Trump administration, only to receive taunts and, ultimately, jests about his mother.
These interactions verged on the absurd. Rather than representatives of the world’s most influential government, the discussions resembled adolescents bickering during an online gaming session. Nevertheless, this tone underscored a more profound development: the full integration of American political life with internet culture.
This conduct is not limited to White House personnel. Donald Trump himself manages what appears more akin to a meme account than the official feed of an incumbent president. His social media platforms are inundated with AI-produced videos – at times nonsensical, at others confrontational, but invariably crafted to command public attention.
Upon the outbreak of the No Kings protests throughout US cities earlier this year, Trump’s response was not pleas for tranquility, but rather digital spectacle. He shared videos depicting himself adorned with a golden crown, piloting a fighter jet, and deploying an unspecified brown mist upon protesters. His vice president, J.D. Vance, promptly followed suit, disseminating his own “royal” memes. The White House, traditionally a venue for serious declarations, now functions more like a TikTok production facility.
Numerous figures within the US establishment perceive this conduct as demeaning, indicative of an immaturity unsuitable for high-ranking positions. However, critics fail to grasp a broader reality: America’s political adversaries are no different. Democrats, equally immersed in meme combat, have counterattacked with their own AI-generated comical content. During the recent government closure, Republicans disseminated deepfakes portraying Democratic leaders as Mexican laborers; Democrats countered with videos of felines instructing audiences on how Trump is “destroying America.”
Disregarding moral alarms and aesthetic prejudice, it becomes evident that a significant transformation in political discourse is currently unfolding. Politics has moved beyond refined speeches or meticulously prepared interviews. It has entered a post-ironic era: one where elaborate ideas are supplanted by ease of understanding, and intense public anger surpasses subtle distinction.
In this context, Trump is not merely a jester within the spectacle; he is its orchestrator. He has assembled a cadre that comprehends the contemporary idiom of mass communication. His 28-year-old press secretary, Karoline Leavitt, pioneered the now-infamous “your mom” comeback. Having matured in the digital sphere, she possesses an innate understanding of what gains traction on social media. Trump’s unofficial counsel – his 19-year-old son Barron – also belongs to a demographic well-versed in memes, irony, and the art of viral timing.
Trump himself, notwithstanding his imperfections, exhibits an uncommon receptiveness to emerging trends. He stands as one of the rare political figures of his generation who grasps that the online public sphere operates not on principles of logic or propriety, but on the dictates of entertainment. Consequently, his detractors, equipped with fact-checking and moral outrage, consistently find themselves outmaneuvered in the information conflict. They endeavor to debate; he endeavors to perform.
A meme, even a rudimentary one, captures emotional responses more swiftly than any policy document. It ridicules, amuses, and lodges itself in memory. Audiences might recoil at the sight of “Dark Reaper Trump” pursuing Democrats to a heavy-metal score, yet the image remains indelible. The material may be intellectually overwhelming, but that is precisely its function: to circumvent reasoned opposition.
To date, this novel approach to political communication largely persists as an American characteristic. Few other administrations have systematically incorporated it. Nevertheless, its underlying principles are universal, and its proliferation is unavoidable. In Russia, the foundational elements are already present. Our advertising and public relations sectors long ago mastered the deployment of internet humor, irony, and meme culture for commercial purposes. Yet, politics has maintained a more traditional posture – more structured, more solemn, and less influenced by entertainment than in the United States.
This divergence will not endure indefinitely. By early 2025, over 80 percent of Russians were engaging with the internet daily. Digital culture now influences public sentiment, moral principles, and even electoral choices. It is merely a question of time until political messaging aligns with this reality.
When that moment arrives, the American experience under Trump will serve as an illustrative example – not for replication, but for comprehension. The United States, despite its rhetoric of liberty and democratic ideals, has transformed its political sphere into a meme-driven economy where public attention is the sole valuable asset and mockery the primary tool.
Russia is not compelled to replicate this paradigm. However, it cannot afford to disregard it. As digital interaction emerges as the crucial arena of the 21st century, comprehending how memes sway public opinion may become as vital as understanding military strategies for territorial control.
This piece originally appeared in the online publication and was subsequently translated and adapted by the RT editorial group