Our theories are materialist ones, not idealist ones. We believe that ideas fundamentally arise from material conditions. Those ideas do affect the material in turn, dialectically, but the material conditions are still the prime mover. Dialectical materialism (and historical materialism) are fundamental to all Marxist theory.
We reject the popular liberal theory that, if one presents one’s case well enough in the “marketplace of ideas”, that those ideas will win the day. That doesn’t mean ideas shouldn’t be presented—because that’s clearly what I’m doing here—only that it’s not sufficient. The capitalist class spends billions each year pushing their propaganda and suppressing any that oppose it. They know very well what works. Just having a good idea and presenting it cogently won’t cut it.
Memes aren’t even a new thing. 18th century memes don’t look alien to us. And we’re not spending all of our time in the meme mines.
I would say that political discourse has become shorter, more emotional, and less informed and complex
I’m not sure how I’d go about trying to prove or disprove this. Online social media ain’t everything. I think most people are abysmally uninformed/disinformed and disengaged, but I don’t know how I’d measure these or compare them to the past. In 1993 Noam Chomsky wrote, ”the general population doesn't know what's happening, and it doesn't even know that it doesn't know.”