Far-right digital memory activism: Transnational circulation of memes and memory of Yugoslav wars

The terrorist attacks in Norway in 2011 and New Zealand in 2019 have revealed that the far-right worldwide uses the memory of the Yugoslav wars for online mobilization. Scholars working on memory activism usually deal with the liberal, self-critical memory emerging from the bottom-up activism of human rights groups while neglecting the activism of the far-right. This article fills the gap by addressing the global circulation of two memes, Remove Kebab and Pepe the Frog, as examples of far-right memory activism. In order to address the transnational circulation of memes as memory activism, this article employs the concept of ‘traveling memory’ while relying on multimodal discourse analysis to unveil the processes of memetic transformation, imitation, iconization and narrativization. The analysis reveals an alternative memory of Yugoslav wars that depicts Serbia as the first case of ‘white genocide’ in Europe, reversing the roles of war criminals and victims while propagating violence and celebrating genocide. The article argues that memory studies can no longer ignore memory production of far-right communities and, at the same time, outlines the method for examining far-right digital memory activism, revealing a whole set of mnemonic practices developed among the anonymous fringe communities of the far-right.