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Recently, numerous police organisations have made a strategic decision to employ humour on social media, via memes and other comical posts, to increase community engagement with their content and manage their public image. One key example of this practice comes from New South Wales Police, a state-based Australian police force whose self-described 'meme strategy' led to considerable increases in the organisation's social media following. Through analysing the content of NSW Police's memetic copaganda, in this article we unpack this approach to police public relations, detailing its rationale and implications. Police on social media, we argue, must address two very different regimes of visibility: 'policing's new visibility', characterised by the increased visibility of police indiscretion as a result of citizen-produced content, and a 'threat of invisibility', in which the visibility of police-produced content on social media is always provisional, never assured. We consequently argue that the humorous turn in police image work represents a countermeasure to not only policing's new visibility but also the 'threat of invisibility' facing police-produced content on social media. [ABSTRACT FROM AUTHOR]

Over the past two decades police media units have played an ever-increasing role in managing the dissemination of information between the police and media organisations. Using the example of the New South Wales Police Media Unit in Australia (hereafter NSW PMU) this article assesses the journalistic deployment of PMU information and develops a broader sociopolitical argument explaining the growth of PMUs more generally. We analyse qualitative research data, in the form of interviews with journalists and NSW PMU staff ( n = 29), and quantitative data from an analysis of two Sydney-based daily newspapers. We suggest that the growth of PMUs can be explained with reference to new programs of governing crime that developed throughout the last quarter of the 20th century as well as significant changes to the global media landscape. [ABSTRACT FROM AUTHOR]