Rationale of the study
These days, it has become common to see a funny picture, which is regarded as meme by Internet users on social platform such as Facebook, Instagram,…The term
The term "meme," coined by Dawkins in 1978, refers to a cultural unit that spreads among individuals According to Shifman (2014), internet memes encompass a variety of items, including jokes, videos, images, GIFs, and websites, shared person-to-person online These memes differ in various aspects, particularly in their central characters, leading people to categorize them by names often derived from the meme's main character, such as "Karen memes."
In mid-summer 2020, a well-known pizza franchise in New Zealand and Australia launched a promotion offering free pizza to women named Karen, inviting them to share their stories of being the "nice ones" in 250 words The choice of the name "Karen" was intentional, as it has become a popular meme in English-speaking countries, symbolizing a middle or upper-class woman exhibiting entitled and negative behaviors The events of 2020 significantly increased the prevalence and relevance of the "Karen" meme, highlighting societal issues surrounding privilege and entitlement.
In May 2020, a video surfaced showing Amy Cooper, a white woman, engaging in racially charged behavior towards Chris Cooper, a Black birdwatcher, in Central Park When Chris asked her to leash her dog, as required by park rules, Amy falsely reported to 911, claiming, "there’s an African American man threatening my life," despite Chris posing no threat The incident quickly went viral, highlighting issues of racism and the misuse of emergency services.
2 attracted national media attention due to the dramatic scenario it depicted Black Americans
On the same day in the United States, a disturbing incident unfolded as George Floyd, a Black man, was murdered by a white police officer after being accused of shoplifting This tragic event, occurring just hours after another racially charged incident involving Amy Cooper, highlighted the connection between individual racism and systemic white supremacy in police brutality In response, memes depicting "Karen" engaging in absurd racist behaviors quickly spread online, often without participants recognizing their role in shaping societal identities (Ding, 2015) Internet memes serve various functions, including entertainment, satire, and social commentary, and Huntington (2013) describes them as a form of public seduction with diverse strategic purposes The rapid creation of memes during social, cultural, or political crises suggests a deeper significance beyond mere amusement Analyzing how these memes construct the identity of "Karen" and the underlying ideologies can enhance our understanding of their implications in contemporary discourse.
My curiosity about the rising popularity of Karen memes prompted me to conduct research on this trend Exploring recent memes has become a daily habit, particularly during my summer vacation on platforms like Facebook and Reddit, where I observed a surge in posts and hashtags related to "Karen." This term frequently appeared in comments across various topics, even on unrelated sites like 9GAG, a major social media platform Intrigued by this phenomenon, I delved deeper into the subject, discovering over 120 million results on Google related to Karen memes, including numerous articles, blogs, and memes.
Recent articles focus on the popularity of Karen memes and their viral nature, yet there is a lack of systematic studies examining the construction of Karen identities and the ideologies these memes convey This gap in research has inspired me to explore the significance of being a Karen and the characteristics associated with "Karen-ish" behaviors Through this study, I aim to uncover the deeper meanings behind these memes and their societal implications.
The above reasons have urged me to conduct a study entitled: “Karen memes:
An analysis of identity ascription and ideologies representation.”
Aims and objectives
In today's digital age, the Internet offers an abundant source of memes that many individuals engage with daily People actively seek out trendy memes, share them with friends, and enjoy the humor in content that resonates with them I share this enthusiasm for memes, participating in the collective enjoyment of this online phenomenon.
The phenomenon of "Karen" memes, which first caught my attention in the summer of 2020 through a video titled “15 signs you are being a Karen” on Markian's channel, represents a quest for entertainment and social commentary As these memes proliferated across various online platforms, I became intrigued by their widespread popularity and the cultural implications behind the "Karen" identity This article aims to explore how "Karen" is framed within memes and to uncover the underlying ideologies they convey The investigation is guided by two primary research questions focused on the significance and impact of these memes in contemporary discourse.
1 What identities have been ascribed to "Karen" in the memes?
2 What ideologies do Karen memes embody?
Significance of the study
This study aims to explore the identities associated with the trending "Karen" memes, offering a comprehensive analysis of their portrayal in Internet culture By uncovering underlying themes and ideologies within these memes, the research enhances meme literacy among Internet users Ultimately, this thesis aspires to serve as a theoretical foundation for future scientific inquiries into specific memes and their cultural significance.
Scope of the study
This research examines the portrayal of "Karen" in memes and the ideologies they convey, focusing specifically on the r/FuckYouKaren subreddit, a prominent platform for Karen memes Reddit, a user-generated content website and the sixth most popular site in America, hosts diverse discussions and posts, organized into smaller communities called subreddits Established in 2017, r/FuckYouKaren has garnered over one million members, making it an ideal subject for this study due to its popularity and the nature of its content To ensure relevance, this research will analyze memes posted in 2020, selected based on their engagement levels.
Organization of the study
The following chapters are included correspondingly in this research paper Chapter 2: Literature review - provides the key term’s definition and the review of related studies
Chapter 3: Methodology - describes the application of a specific process to collect and analyze data
Chapter 4: Findings and Discussion - presents and discusses the findings Chapter 5: Conclusion - summarizes the findings and findings discussion, proposes implications and limitations of the study and recommendations for further studies
Following these chapters are References and Appendices
This chapter offers a comprehensive overview of memes, defining key concepts such as Internet memes, semiotics, and ideology It also establishes a theoretical framework for analysis, enhancing the understanding of these elements in the context of digital culture.
Memes and Internet memes
Digital platforms like Facebook, Twitter, and Reddit serve as popular venues for people seeking entertainment through funny memes The term "meme," coined by Richard Dawkins in 1989, refers to a unit of cultural transmission or imitation, derived from the Greek word "mimeme."
Richard Dawkins coined the term "meme" to describe the connection between culture and memory, emphasizing its role in imitation and evolution He likened memes to genes, suggesting that just as genes spread through reproduction from one body to another, memes disseminate through imitation from one brain to another, effectively creating a cultural gene pool.
(Dawkins, 1989, p 192) Memes that spread from person to person can be broken down into small components such as catchy lines, gestures, images or ideas For example, the saying
“No matter how good you are, there is always an Asian better than you” has been a popular memetic material for commenting on posts or news about Asians Dawkins
In 1989, it was highlighted that not all genes replicate successfully, a concept that also applies to memes For a meme to achieve success, it must meet three essential criteria: copy-fidelity, which pertains to its ability to be accurately reproduced; fecundity, which indicates its capacity to spread widely; and longevity, which refers to the duration of its relevance and presence in culture.
An Internet meme is defined as a remixed and iterated message that spreads quickly among members of digital culture, often serving purposes such as satire, parody, critique, or other forms of discourse (Wiggins, 2019, p 11) This highlights the unique characteristics of Internet memes, which differentiate them from traditional forms of communication.
Wiggins (2019) identifies seven memes and their counterparts, emphasizing that the original concepts of memes are rooted in culture Memes encompass everything that is culturally significant, except for biological factors For instance, the act of kissing varies across cultures; in some European countries, it is a polite greeting for a male to kiss a female's hand, while in other cultures, such an action may be seen as inappropriate or even akin to sexual harassment Despite these differences, kissing remains a recognizable cultural practice that conveys emotions and relationships Additionally, memes do not rely on electronic devices or language mutual intelligibility, yet both Dawkinsian memes and internet memes share the necessity of capturing attention and being reproducible.
According to Milner (2012), Internet memes can be categorized into two main types: remixed images and stable images Remixed images involve modifications of public artifacts into new visuals, while stable images refer to original images shared among users Remixed images are further divided into single images and stacked images Single images, as the name suggests, consist of remixes created within a single panel, exemplified by the popular butterfly meme, "Is this a pigeon?"
Besides, image macros, photoshops, and quotes are also single images Among those which have been mentioned, image macros seem to be the most popular
8 ones Simply put, an image macro is a picture or an artwork with text One outstanding example of image macros that can be mentioned is the Ancient Aliens memes
Figure 2.1.2 The Ancient Aliens memes
In contrast, stacked images are the combination of new mixed photos Examples of stacked images that can be listed are “Rage comics”, “Finding Neverland memes”, “The Rock driving”,
The development of Internet culture, as it was noticed by Brown (2014) attracts more and more people to social media to express themselves, leading to the increasing
The popularity of Internet memes has transformed them into a daily routine for many, as users engage by posting, reacting, and sharing amusing content on platforms like Facebook, Twitter, and Tumblr This cultural phenomenon, described by Marwick (2013) and Shifman (2013), highlights how memes evolve through online transmission, becoming a shared social experience Internet memes serve as a micro-level discourse that helps analyze broader societal conversations (Huntington, 2013; Knobel & Lankshear, 2007; Mina, 2012; Shifman, 2013) According to Ding (2015), the exchange of ideas through the public sphere began in the 1960s, with Internet memes acting as discursive practices that foster interaction As the Internet gained prominence at the end of the 20th century (Vlavo, 2012), the visibility of meme transmission increased (Shifman, 2013) Websites like Meme Generator and Quick Meme allow users to create their own memes easily, reflecting a participatory culture that encourages collective meaning-making (Jenkins, 2009) This participation empowers individuals to express their viewpoints, challenge prejudices, and push boundaries.
Karen memes
The "Karen" meme itself has multiple origins According to Know Your Meme
The meme "Karen" has its origins traced back to at least three theories, one of which points to the character Karen Smith from the 2004 teen comedy film Mean Girls In a memorable scene, Karen asks a girl, “So if you’re from Africa, why are you white?” to which her friend responds, “Oh my God, Karen, you can't just ask someone why they're white.” This exchange quickly gained popularity, leading to its remixing into various memes over the years.
The origins of the "Karen" meme are debated, with some tracing it back to 1989, coinciding with the character's appearance in the gangster film "Goodfellas." Another theory attributes its popularity to American comedian Dane Cook, who referenced the name in his 2005 stand-up routine "The Friend That Nobody Likes," from the album "Retaliation." In his routine, Cook humorously described the outcast in every friend group, exemplifying this role with the name Karen, representing someone who is often disliked and discussed negatively when not present.
One of the first cases of Karen memes spreading widely was on October 20th,
In 2016, Nintendo unveiled the first trailer for the Nintendo Switch, showcasing characters enjoying the console in various locations like homes, train stations, and airplanes A notable moment in the video featured a short-haired white woman bringing the Nintendo console to a rooftop party This scene quickly caught attention when Tumblr user Joematar humorously remarked, "Oh shit, Karen brought her stupid Nintendo thing to the party again," highlighting the cultural impact of the trailer.
We're DRINKING, Karen We're having CONVERSATIONS." (See Appendix 2)
Until December 27th, 2017, the post has over 23,000 notes (Know Your Meme, 2017)
Figure 2.2.1 Joematar’s tweet on the Karen’s appearance in the party
In November 2019, a video of a woman aggressively confronting a car for nearly hitting her children went viral, gaining over 16 million views on YouTube Dubbed "Kidz Bop Karen," the incident escalated when the passenger advised her to watch her language, to which she confidently replied that her kids were listening to Kidz Bop, a children's music brand This sparked the trending hashtag #AndThenKarenSnapped, highlighting the moment's viral nature.
On January 20, 2020, Twitter user @RiotGrlErin sparked a trend by tweeting the hashtag #Karen after expressing, "The Apps were cold." This prompted a wave of users to share humorous scenarios depicting the frustrations of the infamous Karen character, leading to a viral moment on the platform.
@MunaNawabit1[6] tweeted, "Found out that the study they funded to prove vaccines because autism proved that vaccines don't cause autism #AndThenKarenSnapped" and garnered over 9,300 likes and 2,300 retweets in a day
The rapid advancement of technology has led to the widespread popularity of portable filming and recording devices, making it easy to capture and share incidents online without permission As these videos go viral, individuals often assign a familiar name to the person involved, reflecting the context of the situation.
The term "Karen" emerged in 2020, joining a list of names like Becky, Chad, and Tammy, which often symbolize certain stereotypes For instance, "Permit Patty" refers to a woman who confronted a child selling water, while "BBQ Becky" is associated with a woman who called the police on a black family having a barbecue Similarly, "Golf Cart Gail" became known after a white woman reported a black father at a football game These names highlight societal issues and behaviors that have sparked discussions about race and privilege.
The rise of the term "Karen" can be largely credited to Reddit, a major social platform featuring numerous forums where registered users engage in discussions on a wide array of topics With its vast scale, Reddit is organized into various subreddits, each dedicated to specific interests, facilitating the spread of trends and cultural phenomena like the "Karen" meme.
In 2017, the subreddit r/FuckYouKaren was established, quickly becoming the largest community dedicated to the "Karen" phenomenon, amassing one million members by October 2020 According to Tiffany (2020), the subreddit was inspired by a Reddit user who gained notoriety for venting about his vindictive ex-wife Today, r/FuckYouKaren serves as a hub for sharing memes that highlight behaviors perceived as "Karen-ish."
The popularity of Karen memes surged following the Central Park incident and the death of George Floyd, further fueled by the Coronavirus pandemic The term "Karen" has come to represent individuals exhibiting poor behavior during this health crisis As COVID-19 cases and fatalities soared in the U.S., mask mandates became essential, leading to strict penalties for those who defy these regulations This includes individuals who refuse to wear masks in public and those spreading unverified information and conspiracy theories about the virus online.
13 people who believe the virus is merely a joke are all regarded as having “Karen’s behavior” (Nagesh, 2020)
As I have stated above, there has not been much research examining a particular meme, and for Karen memes, this number is even inconsiderable Ding
In 2015, a study explored Asian memes through the lenses of visual rhetoric and rhetorical criticism, focusing on how memes serve as a medium for negotiating ethnic identities and as persuasive discourse The research revealed that Asian individuals are often portrayed in dominant narratives while using memes to confront racism and oppression In contrast, the concept of "Karen" does not represent a homogeneous group like the Asian community Typically depicted as a white, middle-aged female, the "Karen" persona in the r/Fuck You Karen subreddit lacks rigid stereotypes, suggesting that anyone can embody the "Karen" identity, regardless of their background.
Other studies about meme such as “cash me ousside” meme, the “when” meme,
The "lolcat" meme highlights the linguistic features of internet memes, as explored by Vásquez and Aslan (2021) They examine the viral catchphrase "Catch me outside, how about that," which gained popularity from a television series, largely due to the character's unique pronunciation and facial expressions Similarly, Karen memes feature distinct catchphrases that represent specific traits of the "Karen" archetype, indicating a need for further research in this area Additionally, the "when" meme showcases multimodal similes by combining verbal and visual elements, adhering to a consistent caption structure across all variations.
2017) Lastly, LOLcat meme revealed findings about English syntax used in memes and the effects of this syntax (Laksonso and Putranti, 2016)
Ideologies and Internet memes
Ideology can be defined in various ways, with Storey (2006) describing it as "a systematic body of ideas articulated by a particular group of people." This definition emphasizes the organized nature of these ideas and the role of individuals in expressing them Additionally, ideology can also refer to the way reality is obscured, presenting a version that primarily benefits dominant elites while masking the true conditions experienced by the average working person (Wiggins).
In 2019, Wiggins highlighted a social reality where the dominant group remains unaware of their autocratic influence, enjoying their lives while benefiting from a distorted perception of reality He encapsulated this ideology with the phrase, “they do not know what they are doing, but they do it anyway,” emphasizing that individuals follow orders primarily to acquire material possessions and live the lives they desire, rather than feeling dominated Betsy and Annabelle (2019) further clarified the concept of ideology, defining it as a set of beliefs and a worldview that everyone possesses, often perceived as natural and ordinary They noted that ideologies are built upon identifiable assumptions, such as the negative perception of a "Karen," with the r/FuckYouKaren community promoting the rule, "Do not be a Karen."
French philosopher Roland Barthes introduced a new definition of ideology in relation to internet memes, equating it with the concept of "myth." He emphasized the connotative power inherent in the relationship between text and image, highlighting how this interplay shapes our understanding of ideology.
Myth serves to illuminate rather than deny; it addresses subjects directly, purifying and rendering them innocent This process provides a clarity that transcends mere explanation, offering a straightforward declaration of truth.
In his statement, Barthes elucidates the function of myth in communication, highlighting how it emphasizes certain details while omitting negative aspects to present them as facts (Wiggins, 2019) Althusser's fifth definition of ideology characterizes it as a set of beliefs and practices that connect individuals to the world (Althusser, 2006) This connection allows individuals to express themselves through a particular worldview, which reflects the complexity of their experiences Such expressions influence actions shaped by underlying beliefs and values, linking people to their environment Moreover, internet memes exemplify this ideological practice, as their creation and interpretation engage individuals in the process of ideological formation, thereby unveiling a distinct ideological perspective.
Semiotics and Internet memes
Semiotics is the study of how signs convey meaning, emphasizing the symbolic nature of communication through sounds and images that represent ideas (Baldwin et al., 2014) Umberto Eco (1976) defines semiotics as the discipline that examines everything that can be used to convey falsehoods Nonverbal signs, such as makeup, tattoos, toupees, and clothing, play a significant role in representing identity, which may or may not reflect the truth (Berger).
The "Slightly Smiling Face" icon on Facebook carries various interpretations among users Some perceive it as a symbol of friendliness and positivity, while others associate it with feelings of helplessness, suggesting resignation Additionally, there are those who view the icon as indicative of negative emotions, such as anger or disdain This ambiguity highlights the complex nature of digital communication and the diverse meanings that emojis can convey.
In 1990, the concept of a "sign" is defined through the relationship between two essential components: the signified, which refers to the object or idea represented, and the signifier, which is the sound or image that conveys it This foundational understanding, as articulated by Barthes in 1968, highlights the interplay between these elements in the realm of semiotics.
Ideas are conveyed through a variety of sounds and images that signify their meaning, as highlighted by Baldwin et al (2014) The combination of these signs creates a complex landscape of semiotic interpretation Cultural differences play a significant role in how these relationships between signifier and signified are understood For instance, while one culture may value making noise during meals as a sign of enjoyment, another may prefer silence as a mark of respect.
Semiotics serves as a lens to understand cultural myths, artifacts, and behaviors, including nonverbal communication (1993) Wiggins (2019) emphasizes that Internet memes carry semiotic meanings tied to ideological practices, suggesting a reciprocal relationship between semiotics and ideology Hodge (2017) highlights the importance of ideology in socially oriented semiotics, as it encapsulates complex meanings shaped by social agents and processes Drawing on Voloshinov's work, he notes that ideological systems rely on signs and symbols to convey meaning, influencing behavior in ways preferred by dominant groups This occurs when individuals act according to beliefs aligned with their worldview, often expressing agreement or disagreement through specific semiotic choices in response to memes Such ideological practices manifest in reactions, shares, or comments on these memes.
Theoretical framework
Rhetorical criticism, as defined by Foss (2008), is a qualitative research method aimed at systematically investigating and explaining symbolic acts and artifacts to understand rhetorical processes In this study, specific Karen memes are analyzed as rhetorical artifacts, highlighting their rapid circulation and impact.
Internet memes, particularly those centered around the character of "Karen," are often perceived as less stable than traditional forms of communication like speech, music, or news articles These memes are shaped by public perceptions and reactions, allowing Reddit users to engage in discussions that express their criticism, anger, or personal experiences related to the "Karen" phenomenon Such dialogues not only reflect individual identities and opinions but also have the power to influence attitudes and foster community discourse, making them a valuable subject for rhetorical analysis.
Rhetorical criticism highlights the significance of power dynamics within social and cultural contexts, as noted by Ding (2015) This analytical approach aids in comprehending how knowledge and power are intertwined in society, as emphasized by McKrerrow.
Rhetorical criticism, as noted by McKerrow (1989), perceives the discourse of power as tangible In the realm of Internet memes, particularly Karen memes, users actively engage in the creation, modification, and reinterpretation of discourse, rather than passively consuming information.
Internet memes and visual rhetoric
Audigier (1991) argues that language meaning is largely fixed, adhering to conventional grammar and syntax, which limits its ability to express the complexities of our observations and thoughts To transcend the constraints of discursive language, the concept of visual rhetoric was developed Olson, Finnegan, and Hope (2008) highlight that this framework has been utilized to explore the rhetorical actions of marginalized groups, who now have greater opportunities for communication and information exchange due to the rapid evolution of society and digital platforms Historically, these groups faced restrictions in voicing their concerns, but the rise of automated visual acts has enhanced their civic and political engagement Thus, examining visual rhetoric is crucial for understanding the resistance actions of these communities.
The article explores how marginalized groups challenge dominant ideologies and resist established norms It highlights the significance of visual rhetoric, as defined by Olson, Finnegan, and Hope, in making visual messages meaningful through processes of production, circulation, comprehension, reception, and consumption.
Recently, Internet memes have been found playing a role in forming identity, composing public discourse and fostering civic participatory engagement (Huntington, 2013; Knobel & Lankshear, 2007; Milner, 2012; Mina, 2012; Peck,
In 2013, Huntington observed that the interplay between visual consumption and discursive processing is significantly shaped by Internet memes By analyzing these memes through the lens of visual rhetoric, this study aims to uncover the hidden meanings within this contemporary visual medium, particularly in relation to how Karen's identities are portrayed within participatory culture.
The data collection and analysis method employed by the researcher will be presented in this chapter A framework for analyzing meme is also introduced with a sample analysis.
Data collection
To explore the representation of Karens' identities in Internet memes, I focused on the subreddit r/FuckYouKaren, the largest platform for Karen memes on Reddit This subreddit is user-friendly and interactive, allowing easy access without requiring moderator approval Administered by over ten moderators who enforce strict rules, r/FuckYouKaren exclusively features Karen-related content, simplifying data collection as there is no need to search for keywords.
Reddit members actively engage with memes on the r/FuckYouKaren subreddit by reacting, commenting, sharing, and saving posts Users can express their opinions through upvotes and downvotes, fostering discussions by replying to comments As noted by Milner (2012), effective meme research requires interactive platforms that allow for comments and links, making r/FuckYouKaren a suitable choice However, the high volume of daily meme postings necessitates a systematic selection process to curate a manageable data pool for in-depth analysis.
In selecting the memes for this article, I focused on two key criteria: they must have been posted in 2020 and reflect significant events from that year The year 2020 was pivotal due to the viral "Karen" meme stemming from the Central Park incident, the tragic murder of George Floyd, and the global outbreak of Coronavirus, all of which contributed to the surge in meme culture during that time.
The collection of 20 Karen memes during this period offers a comprehensive and insightful analysis of the phenomenon Utilizing Reddit's feature to filter memes by year facilitated the organization of the data According to Barton, David, Unger, and Wolfgang (2014), effective social media data collection requires a defined timeframe and a focus on viral content that garners significant engagement from Reddit users Posts within a subreddit are categorized as "hot," "new," or "top," allowing for targeted analysis of popular memes.
In this study, I aimed to analyze memes with significant user engagement, specifically those that garnered over 30,000 reactions in 2020 According to Ding (2015), user reactions offer valuable insights into the diverse opinions surrounding themed memes As a result, I selected 31 memes that met this criterion for a detailed examination.
Data analysis
The study utilizes critical discourse analysis to examine image-based, gif-based, and text-based memes, following principles outlined by Unger (2013, p 30).
● There is a mutual constitution between discourse and society Discourse can be seen as a type of social practice
● Texts need to be meaningfully analyzed
● There is a link between text and context that requires careful investigation
Ideologies, which is defined as “coherent and relatively stable sets of beliefs or values” (Wodak and Meyer 2009, p 9) are created through repetitive production and reproduction of belief systems in texts
Barton, David, Unger, and Wolgang (2014) emphasize the necessity of employing a theoretical approach to interpret and explain the social meanings of selected data after sampling and forming research questions, using a framework adapted from Wodak (2004, p 210).
Elaboration of Shifman’s typology of Memetic Dimension by Wiggins
Shifman’s typology, originally designed for analyzing video memes, comprises three key elements: content, form, and stance Content pertains to the ideas and ideologies conveyed by the meme, form represents the physical manifestation of the message, and stance reflects how creators position themselves regarding the text and its audience (Shifman, 2013) Wiggins (2019) expanded this model to include non-video memes, enhancing its analytical applicability across various meme sub-genres by incorporating intertextuality, semiotics, and ideology In the context of video memes, stance is particularly significant, as it serves as a crucial link for analyzing speech acts, highlighting the strong influence of speech on stance.
Non-video memes rely on the interplay between ideology and meaning-making without verbal communication, highlighting the significance of semiotics and intertextuality Wiggins points out that remixed memes, such as Salt Bae and Twilight Zone Trump, exemplify the fusion of content and stance, showcasing how ideas and ideologies are conveyed through intentional semiotic and intertextual strategies This approach emphasizes visual cues that communicate specific meanings, as outlined by Shifman, while also asserting the importance of literary devices like metaphor, metonymy, and juxtaposition in the absence of spoken language.
In 2019, Shifman emphasized the importance of intertextuality in content analysis, noting that it allows for a clear positioning of the addressers in relation to the message This approach enables users to draw upon varied references, enriching the interpretation and understanding of the content.
22 readers The process in which content is understood will construct the conduit of content and stance
Content refers to the meaning and information conveyed by a meme, while stance involves the interpretation of that content, including which audiences are targeted or overlooked To analyze non-video memes, I adopt Wiggin's approach, starting with the form before examining how content and stance interconnect The following example demonstrates my application of Wiggin's interpretation of Shifman's model to image-based memes.
Figure 3.1 The Swole Doge and Cheems meme
The creator utilized the Swole Doge and Cheems template to craft an image-macro that contrasts two groups across different historical periods, highlighting contradictions in behavior, appearance, and living conditions The Swole Doge, depicted as muscular and powerful, symbolizes individuals from the 14th century, while Cheems represents those from the 21st century This juxtaposition is significant, as the year 1346 marks the onset of the Black Death, a devastating bubonic plague that claimed around 75 million lives, while 2020 reflects contemporary societal challenges.
The Covid-19 pandemic poses a significant threat to human lives, reminiscent of historical epidemics A meme juxtaposes two dogs, symbolizing different attitudes towards mask-wearing during health crises The Swole Doge, representing those who embrace safety measures, willingly dons a traditional plague mask, acknowledging its purpose In contrast, the Cheems dog, embodying ignorance, refuses to wear a modern mask, highlighting a critique of individuals who resist simple protective actions This portrayal draws a parallel to the archetype of "Karen," who dismisses the efforts of those who bravely faced past epidemics, suggesting a lack of respect for historical sacrifices in the fight against disease.
CHAPTER FOUR: FINDINGS AND ANALYSIS
After thorough evaluation using the criteria outlined in Chapter Three, I selected 31 memes from 2020, primarily consisting of remixed images such as image macros, photographs, Photoshop edits, and screenshots For an in-depth analysis, I focused on 16 specific memes, while 15 additional memes sharing similar concepts are included in the Appendix Below are the detailed statistics for memes categorized by identity.
Number of memes for each Karen’s identity
Taking “I would like to speak to your manager” as catchphrase
The "Karen" meme phenomenon highlights individuals who refuse to wear masks in public, often portraying them as defiant against health guidelines Wearing a mask is a widely recommended measure to combat the epidemic due to its effectiveness and affordability, with many states mandating mask use in public spaces (Kim, 2020) Despite these regulations, some individuals argue that masks hinder their ability to breathe, claiming it negatively impacts their health and asserting that mask-wearing is a personal choice These memes serve to criticize such reckless behavior and irrational justifications, acting as a cautionary reminder for those who choose to go without masks Examples of "Karen" as an anti-masker are prevalent in popular memes.
Figure 4.1 Wearing mask is a personal choice
The meme features a four-panel image depicting a conversation between two men, one wearing a mask and the other, in a red cap, refusing to do so The masked man questions the unmasked man's stance on mask-wearing, particularly noting his identification as "pro-life," a term typically associated with anti-abortion beliefs Pro-life advocates argue that life begins at the fetal stage, asserting that all human life, including that of the unborn, is equally valuable Therefore, they view any action that undermines this belief as a violation of their core principles Despite this, the man in the red cap justifies his refusal to wear a mask by claiming it is a "personal choice," a phrase popularized by White House Press Secretary Kayleigh McEnany regarding President Trump's views on mask-wearing The meme highlights the contradiction in the man's beliefs, as users empathize with the masked individual questioning the rationale behind the unmasked man's decision.
The meme highlights a contradiction in Karen's beliefs, suggesting that while wearing a mask is essential for protecting others from the Coronavirus, she views it as a personal choice This irony is further illustrated in another meme found in Appendix 3, which contrasts Karen's claims with her actual behavior.
Figure 4.2 Karen with people having severe health condition
This meme features a man confidently stating that despite suffering from a respiratory condition, he can wear a mask without difficulty, directly addressing individuals like Karen who claim they cannot The excuses made by Karen, including health issues and personal choices, are challenged, as those with serious health conditions are still able to wear masks, rendering her arguments unjustifiable The meme employs sharp criticism, using terms like "whiny cunt" and a middle finger gesture to underscore Karen's irrationality Additionally, another meme compares Karen's situation to that of people who wear glasses, further emphasizing the absurdity of her complaints about mask-wearing.
Karen is often contrasted with individuals facing health challenges and those from different generations who endure tough working and living conditions Figure 4.3 features a meme using the Drew Scanlon Reaction template, which conveys incredulity, as noted by Know Your Meme (2017) This meme, along with the "bullet in lung" meme, highlights Karen's irrational stance on mask-wearing through comparison The reference to "wearing a gas mask in a trench" evokes American soldiers in World War I, as documented by the Smithsonian Institution The M2 gas mask, designed to shield soldiers from chemical weapons, is significantly less convenient than modern masks, emphasizing the absurdity of Karen's complaints.
In just 6 days and 20 minutes, the user expresses strong disapproval of Karen, highlighting a generational contrast While Karen's grandfather represents a bygone era of sacrifice and bravery for the nation's protection, it raises questions about the current generation's commitment to those values.
28 not bother to take a simple action to defense Covid-19 Other memes contrasting Karen with soldiers or former generation are included in the Appendix 3
Figure 4.4 Karen can be men too