The Normative World of Memes: Political Communication Strategies in the United States and Ecuador

The media convergence model presents an environment in which everyone produces information without intermediates or filters. A subsequent insight shows that users (prosumers) —gathered in networked communities—also shape messages’ flow. Social media play a substantial role. This information is loaded with public values and ideologies that shape a normative world: social media has become a fundamental platform where users interact and promote public values. Memetics facilitates this phenomenon. Memes have three main characteristics: (1) Diffuse at the micro-level but shape the macrostructure of society; (2) Are based on popular culture; (3) Travel through competition and selection. In this context, this paper examineshow citizens from Ecuador and the United States reappropriate memes during a public discussion? The investigation is based on multimodal analysis and compares the most popular memes among the United States and Ecuador produced during the candidate debate (Trump vs. Biden [2020] and Lasso vs. Arauz [2021]). The findings suggest that, during a public discussion, it is common to use humor based on popular culture to question authority. Furthermore, a message becomes a meme when it evidences the gap between reality and expectations (normativity). Normativity depends on the context: Americans complain about the expectations of a debate; Ecuadorians, about discourtesy and violence.

Co-Creation of Public Values

Well-being is of vital importance for individuals as well as society at large. UNs Sustainability Goal #17, ‘Partnership for the Goals', support co-creation and co-production as necessary approaches to reach public values such as citizenship, social justice, and well-being. However, co-creation and co-production is not enough. It is necessary to address who participates in co-creation, how they participate, and how participation affects outcomes. Inclusive participation in everyday life, public services, and democracy is crucial to achieve active citizenship and well-being for all. This chapter will discuss how voices of citizens in marginalized and vulnerable life situations needs to be included and recognized in democracy and public sector practices as well as in decision-making processes. The chapter suggests how public sector organisations can promote active citizenship, valued social roles, and well-being through participation in co-creation of public values, placing well-being for all and social justice at the forefront of public value co-creation.

Social Development with Public Value: An International Comparison

Social development around the world has been stunted by the lack of a comprehensive understanding and definition of public value. Public value theory can provide guidance, and inform a universal standard for social development. However, it is difficult to define and measure public value due to its philosophical complexity. Public values are driven by various economic, political, and social forces, and can be created by many stakeholders including enterprises, governments and non-governmental organisations. Government is central to human society and is primarily responsible for inclusive social development, which requires setting and maintaining public values orderly and synchronously according to the plurality of views held by those in society. Social development failure may occur when some key public values are ignored. This study uses thirty economic, social, and political indicators to measure public value, and the results demonstrate strong correlations among them. Through a principal component analysis and a cluster analysis, these thirty indicators can be reduced to four principal components. The first one, which represents economic value, can explain 65.8% of the total information, identifying that economic value is playing a fundamental role among plural public values. Countries are clustered and their development neighbors are identified in order to compare countries with similar levels of development. Public value theory can help to understand the advantages and disadvantages of different countries, and advance the social and economic progress steadily and authentically.