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Title Subscribing to or Subverting Gender Ideology: A Semotics Analysis of Social Media Memes

Author(s) Sunbal Sajid

Abstract Title: Subscribing to or Subverting Gender Ideology: A Semiotic Analysis of Social Media Memes Memes a byproduct of social media platforms have the power to (re)frame the perspectives of individuals through their linguistic and visual elements. It has the agency to pave the way for social change becoming one of the most potent and viable sources of disseminating information across the globe. The present study investigates the role of social media memes in subscribing to and subverting dominant gender ideology. It tends to highlight the semiotic modes implicitly employed in memes to reinforce traditional gender roles and societal expectations. The study's theoretical framework is based on Kress and Leeuwen's (2006) theory of semiotics. Semiotic analysis is a crucial tool for uncovering deeper meanings within images, shedding light on the gender ideologies portrayed across social media. Using a purposive sampling technique, the research study has examined 50 memes extracted from two prominent social media platforms; 25 memes were sourced from Twitter while the remaining 25 were sourced from Reddit. The study finds that some of the memes through their subtle use of linguistic and visual modes reinforce the traditional perspectives of patriarchy while other memes overtly call for subversion of the dominant gender ideologies. Moreover, the research study has also unveiled some thought-provoking facts, the discussion of subversion of gender roles revolves around the female gender while the male gender is expected to subscribe to the traditional norms, and the adjectives associated with both genders carry different connotations. In simple words, this research study explored how semiotic modes are employed in memes to engage with gender ideology serving as a potent tool of persuasion and influence, promoting adherence to or challenging traditional gender norms.

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2024-02-14

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