In the chaotic intersection of politics and internet culture, few phenomena have captured the zeitgeist, like the rise of the “Dark Brandon” meme. Originating as a tongue-in-cheek subversion of the conservative “Let’s Go Brandon” slogan, “Dark Brandon” reimagines President Joe Biden as a Machiavellian antihero—a shadowy figure of competence and power who smirks at his critics. But this isn’t just a clever online joke. The meme underscores how modern political narratives are inseparable from popular culture, with memes functioning as both a weapon and a mirror for societal anxieties. Though playful, the “Dark Brandon” meme illustrates how contemporary politics depend on popular culture for resonance and survival.
From Mockery to Subversion
The story of “Dark Brandon” begins with its predecessor: “Let’s Go Brandon.” This slogan emerged as a coded conservative critique of Biden, rooted in a viral NASCAR incident where a crowd chant of “F*** Joe Biden” was misheard by a reporter as “Let’s Go Brandon.” While it started as a rallying cry for Biden’s opponents, progressives soon co-opted the phrase, transforming it into the “Dark Brandon” meme. The result is a striking example of what Andi Zeisler (2008) describes in Feminism and Pop Culture as the “cultural recycling” process. Zeisler notes that popular culture often absorbs subversive ideas, reframes them, and spits them back out in new, commodified forms. In this case, a slogan meant to undermine Biden became a badge of ironic pride, showcasing his accomplishments while mocking the original insult.
“Dark Brandon” borrows heavily from the visual language of comic books, dystopian films, and online fandoms. The imagery—Biden with glowing red eyes, cloaked in shadows—satirically elevates him to a near-mythical status. It’s humor with an edge, a way to combat criticism by exaggerating Biden’s image to absurd proportions. As Limor Shifman (2014) explains in Memes in Digital Culture, “memes thrive on parody and exaggeration, using humor to subvert original meanings” (p. 21). By doing so, “Dark Brandon” flips the narrative, turning what was once a dig at Biden into a cultural moment of empowerment and irony.
The TikTok Tabloidification of Politics
The “Dark Brandon” meme gained much traction on platforms like TikTok, where users edited videos of Biden with dramatic soundtracks, cinematic effects, and pop culture references. TikTok’s algorithm thrives on sensational content, and the meme’s dark, over-the-top imagery was a perfect match. As Jenna Drenton (2022) observes in The Rise of the TikTok Tabloid, TikTok has transformed political communication into a “tabloid entertainment,” where leaders are framed not as policymakers but as characters in a larger cultural drama.
On TikTok, politics isn’t just discussed; it’s performed. Denton notes that this tabloidization “blurs the line between news and spectacle,” allowing memes like “Dark Brandon” to flourish. The platform’s participatory nature also amplifies this trend. Users remix and reimagine content, creating an endless loop of reinterpretation that keeps memes alive and evolving. With “Dark Brandon,” this process enabled the meme to shift from a niche joke to a widely recognized cultural symbol.
Memes as Political Tools
What makes “Dark Brandon” particularly compelling is its strategic use as a political tool. As Shifman (2014) emphasizes, memes are inherently participatory; they invite users to engage, share, and modify. This participatory nature makes them powerful vehicles for political messaging. The Biden administration has subtly leaned into the meme, with White House staffers sharing “Dark Brandon” imagery on social media to celebrate legislative wins. They co-opt the meme’s ironic humor to appeal to younger, digitally savvy audiences.
However, this use of memes isn’t without risks. Marwick and Lewis (2017) warn that memes can oversimplify complex realities, turning nuanced issues into bite-sized content that prioritizes virality over substance. The “Dark Brandon” meme may present Biden as a superhuman figure, but it also risks reducing his presidency to a caricature. While effective in generating engagement, this oversimplification can distort public understanding of policy and governance.
The Cultural Dependence of Modern Politics
The rise of “Dark Brandon” highlights a more significant cultural trend: the dependence of modern politics on popular culture. As Zeisler (2008) argues, “Pop culture doesn’t just reflect society; it shapes it, reinforcing or challenging dominant ideologies” (p. 12). In this case, the meme uses pop culture tropes—antiheroes, dramatic visuals, and humor—to reframe Biden’s leadership. It’s a strategy that reflects how deeply intertwined politics and entertainment have become.
But this reliance on pop culture has broader implications. By turning politicians into meme-worthy icons, we risk prioritizing spectacle over substance. Drenton (2022) observes that “the tabloidification of politics makes it harder to distinguish between genuine leadership and performative storytelling.” The “Dark Brandon” meme may effectively rally supporters, but it also underscores the challenge of governing in a world where perception often outweighs reality.
Conclusion
The “Dark Brandon” meme is more than a joke—it’s a case study of how memes function as cultural currency in the digital age. Mixing humor, irony, and pop culture redefines political narratives, shaping how we perceive leaders and their legacies. But as this meme and others like it demonstrate, the blending of politics and popular culture has consequences. Memes may simplify, distort, or manipulate reality, leaving us to question where entertainment ends and governance begins. In a world where a meme can shape public opinion, “Dark Brandon” reminds us of the power of humor—and the responsibility to wield it wisely. Politics, it seems, isn’t just about policy anymore; it’s about the memes that define it.
References
Drenton, J. (2022). West Elm Caleb and the rise of the TikTok tabloid. The Conversation
Shifman, L. (2014). Memes in digital culture. Cambridge, MA: MIT Press. Chapter 3.
Marwick, A. & Lewis, R. (2017). Media manipulation and disinformation online
Zeisler, A. (2008). Feminism and pop culture. New York, NY: Seal Press. Pp. 1-21 Download Pp. 1-21.
Devin, your op-ed about the "Dark Brandon" memes got me thinking about the power of narratives in politics and how they intersect with broader celebrity culture and celebrity norms. Digital media has made public figures more accessible than ever, but I’d argue it also makes us forget they’re humans like us and decreased our empathy. Turner (2014) examines how celebrity culture commodifies personal lives and demands perfection, but the Biden administration’s embrace of the "Dark Brandon" meme takes a different approach. Instead of rejecting the portrayal, they lean into it, showcasing that imperfections and perceived flaws can contribute to a leader’s relatability and strength. This approach challenges traditional ideas of how politicians should present themselves, and uses humor and irony to do so. As I mentioned to Kenadi, who wrote on a similar topic, politicians who draw on popular culture -- such as Biden embracing memes and Kamala HQ building branding around Charli XCX's Brat -- are celebrated for breaking norms. In contrast, 'traditional' celebrities face backlash when they reject perfection or refuse constant public availability. Pushback against these expectations, as Turner (2014) explains, highlights how rigidly society views entertainers compared to politicians. I think it’s encouraging to see these standards being challenged, but it’s clear that politicians benefit more from this shift. Perhaps this reflects society’s willingness to accept authenticity when it feels strategic, while entertainers are held to outdated and often unfair standards.
ReplyDelete- Cassidy W.