Since the late 1970s, the Mexican government has been embroiled in an armed conflict with the drug cartels, and criminal organisations have engaged in violent confrontations with each other. Violence escalated in 2006 under the presidency of Felipe Calderon Hinojosa, and since then killings have become spectacular and highly mediatised. An often-overlooked front of the cartel wars is the use of non-official networked media that generates and sustains popular narratives about cartel leaders. In this paper, we focus on the media assemblages that sustain the myths associated with the now captured 'El Chapo' Guzman, perhaps the most celebrated norco in Mexican history. In particular, we focus on the phenomenon of the El Chapo memes as these have moved into a new phase via digital platforms such as Whatapps. We argue the El Chapo memes play an important role in popular communication revolving around narco culture, functioning as artefacts of and even opportunities for political contestation, as well as everyday humour and survival.
