Not as innocent as they seem : a content analysis on gender stereotyping in memes

Not as innocent as they seem : a content analysis on gender stereotyping in memes

With internet memes regarded as one of the latest fads in online culture, this exploratory study examines the representation of genders in memes using a content analysis of 638 memes from the Know Your Meme Facebook page. Guided by Erving Goffman’s framework for analysis of gender advertisements, th...

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Bibliographic Details
Main Authors: Hong, Crystal Zhen Ting, Robinson, Fiona Mei, Toh, Abigail Jia Jing, Goh, Sherlyn Jia Ling
Other Authors: Edson C. Tandoc Jr
Format: Final Year Project
Language:English
Published: 2019
Subjects:
DRNTU::Social sciences::Mass media::Media effects
Online Access:http://hdl.handle.net/10356/76589
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Institution: Nanyang Technological University
Language: English
Description
Summary:With internet memes regarded as one of the latest fads in online culture, this exploratory study examines the representation of genders in memes using a content analysis of 638 memes from the Know Your Meme Facebook page. Guided by Erving Goffman’s framework for analysis of gender advertisements, this study finds that gender stereotyping is present in memes, especially when it comes to representations of dominance and interaction. More importantly, males are observed to dominate the memetic landscape, with a severe underrepresentation of females. Although perceived as harmless entertainment by users, memes as a communication channel do propagate gender stereotypes.

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