This research project is an analysis of the use of digital propaganda by the three major parties in the UK 2010 General Election. In addition to this empirical aim, the study also employs the discipline of memetics to generate a theoretical and methodological approach with which to study digital propaganda. Memetics is an evolutionary theory of culture based around the concept of the ‘meme’ or cultural replicator. This study contends that propaganda can be understood as an evolutionary phenomenon, with the ethical implications of its use specifically addressed in each instance, rather than assumed as part of its definition. The memetic ‘methodological toolkit’ which is used to analyse the data on the 2010 election is a means by which key concepts from within the literature on memetics can be practically deployed. As part of the study this ‘toolkit’ is presented and the testing of it is continually evaluated in order to improve upon the initial design, something which also has implications for the use of memetic concepts within thematic textual analysis. The election itself was not an ‘Internet election’ in the way that the 2008 Presidential Election in the USA might be characterised. Such an election can be identified by a convergence of factors from within the party campaign structures and the wider political environment on a specific subject or individual – commonly a candidate for office – resulting in a high degree of spontaneous online participation and organisation amongst citizen supporters. This study argues that the UK 2010 election did not produce such a convergence due to low levels of voter enthusiasm, uneven social and financial resources and an inability by the major parties to capitalise on the potential opportunities for digital campaigning which arose.

Studies of journalism have predominantly focused on the West, neglecting large parts of the world including all parts of the Americas apart from the USA. Studying media in Mexico attempts to contribute to the de-Westernisation of media studies, since there is a clear research gap in the field. The Natural Resources Defence Council (2021) has warned that Mexico's retreat from international climate commitments is globally significant and notorious. This makes a study of journalistic representations of climate change and environmental issues relevant in an international perspective. The aim of this study is to analyze a series of articles collected in the digital newspapers Milenio and La Jornada whiting the scope of framing theory. Frames are organizing principles and they will be analyzed in the form of frequency as well as patterns of frame usage, taking as a guide some of the main modes of framing which scholars have pointed out, and by being open for framing categories that could be detected inductively in the material. The work carried in by the research attempts to shed some light on specific variables such as actors that are given voice in these digital outlets and the frames which are salient in the media coverage of climate change, as well as the events that trigger the coverage. The results of the study indicate that in Mexico, a country with its vital productive sectors deeply intertwined within North America and Latin America, the coverage on climate change relies highly on sources from abroad, especially on global news agencies.