“MATTER” und “MEMES” bezeichnen Techniken, die von Journalisten entwickelt wurden, um Memes zu analysieren. Die Schritte können auch im Unterricht eingesetzt werden.
A practical framework for analysing memes critically. The resource presents the five-step “MEMES” technique, derived from the “MATTER” method, covering Material, Emotion, Medium, Ethics and Situation. It helps learners examine a meme’s origin, meaning, emotional impact, medium, use of AI, ethical implications, circulation and political or social context.
Why it matters for ENACT-AI
The method explicitly asks learners to consider the role of AI in creating or spreading a meme. It also develops broader AI and media literacy by encouraging users to investigate origin, manipulation, context, propaganda, discrimination and the actors spreading digital content.
Learning outcomes
Learners can analyse memes systematically, identify their origin and intended audience, interpret emotional and coded meanings, examine the role of AI and the platform used, identify manipulation and propaganda, recognise discrimination or hate, evaluate the context in which a meme circulates, and reflect on how its meaning can change over time.
Suggested activity
Give learners 2–3 memes dealing with a social or political topic. In groups, they analyse each meme using the five MEMES steps: Material, Emotion, Medium, Ethics and Situation. They investigate the meme's origin and circulation, identify its emotional and coded elements, consider whether AI was involved, and assess possible manipulation or political influence. Groups then present their findings and compare how the same meme may be interpreted by different audiences.