Paper Title
Memetic Warfare or Pun Intended

Memetic warfare has rapidly taken its root on social networking sites (SNS) as a means of effective communication, displaying strong cultural affinities. The current study is based on the communicative-spreadable-media quality of memes. Owing to the escalating political and military tensions between India and Pakistan, the SNS had a field day when the audience shared memes regarding the military tensions. The study uses Multi-modal Critical Discourse Analysis to examine the corpus of memes that appeared on different SNS platforms in February 2019; focusing the presentation, intensification, identification and implementation of memes. Keywords - Memes, Memetic Warfare, Modal Critical Discourse Analysis, Cultural Affinity