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...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/76589 |
| _version_ | 1811680817226711040 |
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| author | Hong, Crystal Zhen Ting Robinson, Fiona Mei Toh, Abigail Jia Jing Goh, Sherlyn Jia Ling |
| author2 | Edson C. Tandoc Jr |
| author_facet | Edson C. Tandoc Jr Hong, Crystal Zhen Ting Robinson, Fiona Mei Toh, Abigail Jia Jing Goh, Sherlyn Jia Ling |
| author_sort | Hong, Crystal Zhen Ting |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T03:31:04Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/76589 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T03:31:04Z |
| publishDate | 2019 |
| record_format | dspace |
| spelling | ntu-10356/765892019-12-10T13:06:58Z Not as innocent as they seem : a content analysis on gender stereotyping in memes Hong, Crystal Zhen Ting Robinson, Fiona Mei Toh, Abigail Jia Jing Goh, Sherlyn Jia Ling Edson C. Tandoc Jr Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Mass media::Media effects 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. Bachelor of Communication Studies 2019-03-28T08:40:38Z 2019-03-28T08:40:38Z 2019 Final Year Project (FYP) http://hdl.handle.net/10356/76589 en Nanyang Technological University 42 p. application/pdf application/pdf |
| spellingShingle | DRNTU::Social sciences::Mass media::Media effects Hong, Crystal Zhen Ting Robinson, Fiona Mei Toh, Abigail Jia Jing Goh, Sherlyn Jia Ling Not as innocent as they seem : a content analysis on gender stereotyping in memes |
| title | Not as innocent as they seem : a content analysis on gender stereotyping in memes |
| title_full | Not as innocent as they seem : a content analysis on gender stereotyping in memes |
| title_fullStr | Not as innocent as they seem : a content analysis on gender stereotyping in memes |
| title_full_unstemmed | Not as innocent as they seem : a content analysis on gender stereotyping in memes |
| title_short | Not as innocent as they seem : a content analysis on gender stereotyping in memes |
| title_sort | not as innocent as they seem a content analysis on gender stereotyping in memes |
| topic | DRNTU::Social sciences::Mass media::Media effects |
| url | http://hdl.handle.net/10356/76589 |
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