It is not as whimsical as it seems. After the onset of the largest pro-democracy movement since the military coup in 2014, university and high school students cuddled hamster dolls and ran around in circles. "Delicious tax!", hundreds of them sang, from a cartoon jingle at Democracy Monument in late July 2020. Crowdsourced from a social media platform, Hamtaro, a shorthand for caged mice demanding freedom, spawned many internet memes, including a greedy caricature of junta leader Gen Prayut Chan-o-cha.
The Hamtaro-themed protest spawned a meme in which the cartoon character swallows people's tax. (Photo: Internet)
Some of them are currently on view at the exhibition titled "Memes Of Dissent: Thai Social Media During The 2020-2021 Student Uprising" at Artcade in Phayao from Aug 3-Oct 1. Held by the University of Phayao's School of Architecture and Fine Art and the Museum of Popular History, the archive explores the intersection of social media and political activism that distinguishes a new generation of protesters from those of previous eras who used different communication technologies, like mobile phones and newspapers, in their campaigns.
A meme is basically a piece of information that is adapted to make a comment through humour. In The Selfish Gene (1976), Richard Dawkins, an evolutionary biologist, introduced the term meme to describe a unit of cultural transmission by imitation, such as catchphrases, tunes, and ideas. Derived from mimema (imitated), meme is shortened to sound like gene. The advent of the internet, however, sparked an avalanche of user-generated derivatives, for example, remixes, parodies and mashups. In recent years, they have opened up a new way of political participation for activists and citizens.
For Sarawut, leader of the Ratsadon Chiang Rai Movement, memes are not what he and his friends in their 40s are familiar with. In the pre-social media era, he depended on short messages, radio and television that provided updates all day. He met protest leaders once a week at a teahouse or twice under special circumstances, which really deepened their relationship.
"I never felt I missed out. But, now, we rarely meet face to face," he said.
After the military putsch in 2014, Jirawat took part in political activities, including ripping a ballot paper for the junta-sponsored charter referendum, which briefly landed him in jail. When he suffered depression, he could no longer campaign. Inspired by post-coup political cartoon pages on Facebook, such as Manee Mee Share and Kai Maew, he has created memes to express ideas on his own site titled Kon Klom Kon Liam. He has managed to earn some income from supporters.
The Hamtaro-themed protest spawned an internet meme in which a Prayut-faced hamster eats sunflower seeds. A karaoke caption says that the most delicious food is people's tax. (Photo: Internet)
"When my page started to have a following, I faced the lese majeste charge, which turned away potential sponsors. After the dust settled, other clients approached, but it ended the same way because I told them about the case for fear that it would tarnish their image," he said. "I no longer worry about imprisonment because I was there for tearing the charter referendum ballot, but found support from other political prisoners. I have already come to terms with the worst-case scenario."
His political cartoon page now has over 99,000 followers. Recent memes are a stinging satire of the Pheu Thai Party's new coalition government formation. One of them, for example, features a conversation between a teacher and a student that apparently mocks MP Suthin Klangsaeng, who said "other parties are defecting their bloc to join his, not the other way round" in an interview. Another is a dialogue between Albus Dumbledore and Thaksin-faced Snape, who replies that he will always postpone his return from self-exile.
"Making fun is the means by which ordinary people can challenge those in power," said Anon Chawalawan, founder of the Museum of Popular History. "It is civil disobedience."
This meme shows a dialogue between Albus Dumbledore and Thaksin-faced Snape who replies that he will always postpone his return from self-exile. Photo © Kon Klom Kon Liam
Anon explained that political satire, including memes, has been a prominent feature of the mainstream media. Cartoonists draw comic strips for newspapers to comment on politics and current events, such as Chai Rachawat (Somchai Katanyutanant) and Sia (Sakda Sae-Aew) in Thairath, as well as Kuard (Narong Jarungthammachot) in Daily News.
The advent of the internet, however, opens up space for public participation. Social media further enables users with technology, skill and humour to break into the field more easily.
"But the key is to make fun of those in power. In this exhibition, I like Thaksin's meme in which he is re-edited to ask whether it is his fault again for all sorts of the country's ills," Anon said.
It is very difficult to trace the origin of this photo. Former prime minister Thaksin, despite living in exile for almost two decades, never vanished from politics, assuming a variety of roles from a spectral figure that is believed to manipulate this country in the back of some minds to a memetic simulacrum on social media. Some of his funny memes include "I have already bought this universe", and "How are salims doing after I am away for more than 10 years?". While his return is the subject of debate, some netizens pronounced that he is the "king of memes".
In this meme, Thaksin asks whether it is his fault again for the country's ills. (Photo: Internet)
Yet, Thaksin is just a drop in the vast ocean. Creators produce memes not only to challenge but also to reaffirm values.
For example, protesters mobilised support via popular media such as Harry Potter. An oblique reference to "You-Know-Who" or Lord Voldemort is a tongue-in-cheek code for discussing a taboo subject, someone "whose name shall not be mentioned", like in the books and movies.
After the mysterious disappearance of the original plaque that marked the Siamese Revolution, activists installed a new plaque at Sanam Luang in September 2020 to reiterate a shared aspiration for democracy. The event sparked offshoots in other provinces and an outpouring of fan artwork as well as merchandise such as clocks, shirts, biscuits and keychains.
"The interesting aspect of internet memes is how they allow users to build on free templates for further development," Anon said. "As a result, political campaigners can use them to promote democracy at no cost. When people are given free rein, they can take their work further. But I'm not sure whether leaders in this country, who have no sense of humour, will ban them."
When asked about the status of memes when victory is achieved, Anon said political struggle remains an unfinished business. Even if Thailand fully transitioned to democracy, it will grapple with other issues, for example, the management of environmental resources. In his view, memes are historical evidence.
"Documenting alternative history is a challenge. Archiving objects takes time and effort and rewards are not reaped immediately. But we may be able to write our version of history when the time comes," Anon said.
