"The article seeks to discuss varied forms of citizen engagement in the era of Internet viral cultures, ranging from (1) the use of social media for online protest, characterised by political contestation and fleeting outbursts of anger and backlash in the Twittersphere, to (2) the appropriation of protest messages into humorous viral memes (often oversimplified, ignoring the complexities of the situation and more focused on humour rather than underlying core problems). Four select hashtags during the 2017 Kenyan elections are analysed as frames for collective action within the context of playful participation and “spreadable” media." (Abstract)