ABSTRACT
We explore the extent to which political internet memes have altered the relationship between leaders and followers. Research shows that leadership memes are a great way to raise awareness about specific issues and build communities around specific topics. The power of memes is that they are a bottom-up type of expression that are easy to create and share and against which there is little defence. This chapter explores leadership memes featuring British Prime Minister Theresa May. Our results show that it she is depicted among other things as opportunistic, uncaring, mean-spirited and not fit to be leading the country.
