Revolt in the Digital Age: Measuring Motives

behind Youth’s Political Internet Meme

Engagement

Submitted by Group 15

Hadjiali, Norhayra

Del Mundo, Jelo

Torcuator, Aron

Watanabe, Kei
Conceptual Framework

The researchers created a model to exemplify the conceptual framework of the study as

shown in Figure 1. To measure the main domains of youths' engagement in political memes, the

researchers will develop a multidimensional instrument which they named Political Internet

Meme Engagement Questionnaire (PIMEQ). The development of the aforementioned instrument

will be initiated through item generation, which is shown in the first box, and construct validity,

which is shown in the last box. Generation of items will be processed through literature review

and focus group discussions. This will be done in order to identify the underlying motivations, in

which the identified constructs will be the latent variables for the study. Validation of construct

will be conducted through a method of factor reduction and scale modification: Confirmatory

Factor Analysis within Structural Equation Modelling framework. This will be done in order to

assess the identified factors and analyze their psychometric properties to ensure that the

developed instrument truly measures what it's supposed to measure.

Item Generation

Literature Review Focus Group Discussion

Development of
Political Internet Meme Engagement Questionnaire
(PIMEQ)

Confirmatory Factor Analysis Structural Equation Modelling Framework

Construct Validity

Figure 1.
Hypothesis

In this study, the researchers will test the hypotheses that:

1. The primary factors behind youths' engagement in political memes are politically motivated.

2. The primary factors behind youths' engagement in political memes aren't politically motivated.