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The Portrayal of Women in Facebook Memes

Article in Global Journal of Human-Social Science · October 2020

DOI: 10.34257/GJHSSCVOL20IS7PG19

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 Global Journal of HUMAN-SOCIAL SCIENCE: C
Sociology & Culture
Volume 20 Issue 7 Version 1.0 Year 2020
Type: Double Blind Peer Reviewed International Research Journal
Publisher: Global Journals
Online ISSN: 2249-460x & Print ISSN: 0975-587X

The Portrayal of Women in Facebook Memes

By Nowshin Jahan Etee
Stamford University Bangladesh
Abstract- Facebook has become an integral part in this age of social media. Both the young generation
and older adults nowadays use Facebook for social interaction. Facebook has become a global platform
where anyone can create a Facebook account and share their ideas, thoughts, activities, and feelings.
Moreover, they can share their photos and videos on Facebook. Sometimes they share photos with some
written text to satire or to make fun of other people. These elements spread around the social networking
sites and float from one person to another. People usually recognize them as memes. People use memes
to get shared and liked by others. But sometimes these memes carry wrong perceptions and messages
which can create false consciousness among the people. The notion of gender is culturally and socially
constructed. Social media sites for long are reinforcing the concept of gender stereotyping through its
content. These sites are invisibly controlling people’s life by transferring the stereotyped ideology. Some
Facebook memes are portraying women in the way gender roles have been represented until now in
social media sites. This study aims to analyze the portrayal of women on Facebook memes. In this
regard, this study used purposive sampling and selected 15 Facebook memes as samples.
Keywords: facebook, memes, portrayal, stereotype, framing, gender advertisement.
GJHSS-C Classification: FOR Code: 160899

ThePortrayalofWomeninFacebookMemes

Strictly as per the compliance and regulations of:

© 2020. Nowshin Jahan Etee. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-
Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use,
distribution, and reproduction in any medium, provided the original work is properly cited.
 The Portrayal of Women in Facebook Memes
Nowshin Jahan Etee

Abstract- Facebook has become an integral part in this age of persuasive element in memes. Language can shape the
social media. Both the young generation and older adults perceptions of people. Language shapes people’s
nowadays use Facebook for social interaction. Facebook has thinking and influences their behavior. In this study,
become a global platform where anyone can create a selected memes used not only photos of women but
Facebook account and share their ideas, thoughts, activities, also gendered language to portray women’s femininity.
and feelings. Moreover, they can share their photos and
Gendered language is that which encourages bias
videos on Facebook. Sometimes they share photos with some
written text to satire or to make fun of other people. These towards one gender while at the same time establishing
such bias further. This study finds out 15 frames which

2020
elements spread around the social networking sites and float
from one person to another. People usually recognize them as were established in the selected memes to portray
memes. People use memes to get shared and liked by others. women. These frames reveal the flawed and

Year
But sometimes these memes carry wrong perceptions and stereotypical portrayal of women in Facebook memes.
messages which can create false consciousness among the
people. The notion of gender is culturally and socially II. The Concept of Meme 19
constructed. Social media sites for long are reinforcing the
Usually, memes are an image, short video, or

Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

concept of gender stereotyping through its content. These
sites are invisibly controlling people’s life by transferring the piece of a text that is typically humorous or funny and
stereotyped ideology. Some Facebook memes are portraying which is copied and spread rapidly by internet users,
women in the way gender roles have been represented until often with slight variations. Merriam Webster Dictionary
now in social media sites. This study aims to analyze the defines a meme as “an amusing or interesting item
portrayal of women on Facebook memes. In this regard, this (such as a captioned picture or video) or genre of items
study used purposive sampling and selected 15 Facebook that is spread widely online, especially through social
memes as samples. As a theoretical framework, this study
media.” At first, English Ethologist Richard Dawkins
followed gender advertisement theory to analyze the
stereotypical portrayal of women in the selected memes. This coined the term “meme” in his 1976 book The Selfish
study followed a framing analysis method to unveil the Gene (Knobel and Lankshear, 2007:200). Dawkins
depiction of women in Facebook memes. The analysis referred to the meme as “a unit of cultural transmission
illustrates that women were portrayed in a stereotypical way or a unit of imitation” (Dawkins, 1976:206). He used this
where some specific attributes were imposed on their word to explain how ideas and thoughts replicate,
femininity. mutate, and evolve. Distin (2005) defined memes as
Keywords: facebook, memes, portrayal, stereotype, units of cultural information. He regarded the human
framing, gender advertisement. mind as the mechanism where memes evolve and
spread. Meme came from the Greek word Mimema
I. Introduction which means, “that which is imitated.” Later this word

S
ocial media is a global platform where anyone can was abbreviated as ‘meme’ due to its similarity to the

-
share their thoughts and feelings through photos, word ‘gene.’ Gene is a unit of heredity, simply known as
videos, etc. However, this can create some characteristics that are transferred from parents to
problems as there is no gatekeeping or filtering system children. Similarly, a meme is regarded as a unit of
to eliminate false or wrong perceptions. So the cultural transmission. Gelb defined the meme as “self-
messages we get from various social media like replicating ideas that move through time and space
Facebook are sometimes disseminating false ideas without further effort from the source” (Gelb, 1997:57).
among people, which includes gendered behaviors and Memes have been said to “replicate at rates that make
stereotypical portrayal of women. Facebook memes are even fruit flies and yeast cells look glacial in
playing significant roles in escalating this situation. We comparison” (Dennett, 1993:205).
can see gender advertisements not only in mainstream Today, the memes we use in our popular
media but also in social media. A popular form of social culture is the internet memes. The term “Internet meme”
media is Facebook, where memes are directly or refers to the phenomenon of content or concepts that
indirectly patronizing gender discrimination. Memes are spread rapidly among internet users. Bauckhage (2011)
made of photos, which also includes some texts. Photos said that Internet memes propagate among people
ensure the longevity of impression in people’s mind, through email, instant messaging, forums, blogs, or
while language plays a very important role and acts as a social networking sites. These memes could be an
Author: Lecturer, Department of Journalism and Media Studies, image, video email, or anything. But the most common
Stamford University Bangladesh. e-mail: [email protected] meme is an image of any person or animal or cartoon

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 The Portrayal of Women in Facebook Memes

with a caption. Nowadays, different social networking gender behaviors. This study tried to find out the
sites are promoting the quick proliferation of memes. dominant frames that were used to portray the
However, memes have also moved away from political characteristics of what we can regard as the femininity
and cultural topics to the topics that are related to of women in Facebook memes. These memes are
popular culture or sarcastic life observations, making created and shared by both men and women. So it can
them related to people, funny in nature, and easier for be said that this study revealed what people generally
them to spread across the web. think about women or the portrayal of women in our
society.
III. Women in Facebook Meme
IV. Theoretical Framework
From the very beginning, people made memes
to make fun or satire life observations. People share Social media has been playing a vital role in
those memes on social networking sites. Thus memes disseminating information and knowledge in society.
float from one person to another. But not all memes get Moreover, social media can regulate the socialization
2020

longevity on the internet. Only those memes run for a process of people. In this study, ‘Gender Advertisement’
long time, which could draw the attention of the theory is used as a theoretical framework to disclose the
Year

audience by its content. At any given moment, many portrayal of women in Facebook memes. Usually,
memes are competing for the attention of the host; gender advertisement refers to the images in different
20 however, only memes suited to their socio-cultural advertising that depicts stereotypical gender roles
environment spread successfully, while others become (Goffman, 1979). ‘Gender Advertisement’ theory is
Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

extinct (Chielens and Heylighen, 2005). These memes generally used to analyze the portrayal of women in the
can invisibly control social life by transferring the advertisements of mainstream media, including social
stereotypical hegemonic ideologies. Stereotypes are media. Facebook memes are not direct advertisements.
beliefs about a social category, especially those that They are rather a humor oriented media contents. But
differentiate genders. Stereotypes become problematic gender advertisement theory can be used to analyze the
when they lead to expectations about one social portrayal of women in Facebook memes. Canadian born
category over another or restrict opportunities for one American sociologist Erving Goffman introduced gender
social category over another (Garu and Zotos, advertisement theory. In his book Gender
2016:761). We can see stereotypical behavior mostly in Advertisements (1976), he described how western
gender. Gender stereotypes are beliefs that certain media portray masculinity and femininity. Goffman
attributes, such as occupations or role behaviors, analyzed different advertisements and found a huge
differentiate women and men (Ashmore and Del contrast between the depiction of men and women in
Boca, 1981). the media. Generally media depict men as confident,
This article followed Facebook memes that comfortable, aware of their surroundings, physically
have used photos of women or text about women to active, rational thinker, serious, and adventurous. On the
portray them or their femininity in stereotypical ways. other hand, women are depicted as vulnerable, sexy,
Femininity and masculinity are concepts that are and sexually available, soft, careless, fragile, seductive,
constructed socially and culturally. Now memes are powerless, dreamy, and childlike. Goffman argues that
these characteristics are not biological or natural traits;
-

reinforcing stereotypical notions of femininity and

masculinity through Facebook, which is a very popular rather, these traits are culturally imposed on men and
social networking site. Shifman (2013) analyzed the women as their masculinity and femininity. This study
characteristics of video memes on YouTube video followed gender advertisement theory as Facebook
streaming websites. He identified several common memes are also advertising gender-related false
features such as ordinary people, portrayals of flawed concepts in society.
masculinity, use of humor, simplicity, repetitiveness, and
V. Methodology & Sampling
whimsical contents. Our society has fortified some
specific gender roles for men and women, and our This study followed Erving Goffman’s frame
mainstream media, including social media, is trying to analysis method to find out the frames used to portray
enforce those stereotypical ideologies and values. Thus women in different Facebook memes. Frame analysis
people are practicing behavior according to those can reveal the implicit aspects of any visual content.
gender roles and creating flawed perceptions among Usually, framing means choosing some elements of any
people about femininity and masculinity. Several authors content and highlighting them. This incident can happen
attempted to identify influential members in a community deliberately, or it can happen unintentionally. Generally,
so as to contain the spread of misinformation or rumors framing occurs as an unconscious act of people. It can
(Budak, Agarwal, and Abbadi, 2010). In this article, the also happen because of social, cultural, or political
contents of selected memes show that still today, orientation and attitudes, beliefs, ideology, and values of
women are portrayed with stereotypical concepts of people. Thus they make that information or angle more

© 20 20 Global Journals
 The Portrayal of Women in Facebook Memes

noticeable to the audience and influence their choices to as to promote a particular problem definition, causal
process the meaning of that content. interpretation, moral evaluation, and/or treatment
Erving Goffman is considered to be the recommendation for the items described” (Entman,
architecture of frame analysis. Goffman says, “Frame 1993:52). In short, frame analysis helps to identify the
analysis maintains that we all actively classify, organize various frames used to present specific characteristics
and interpret our life experiences to make sense of of any content. In this regard, frame analysis is very
them” (Goffman, 1975:21). Gitlin suggests that “We much related to this study as selected Facebook
frame reality to negotiate it, manage it, comprehend it, memes are using certain frames to portray femininity.
and choose appropriate repertories of cognition and This study selected 15 memes that were
action” (Gitlin, 1980:6). It means we frame any issue or published on different Facebook pages or shared by
event to fulfill our purpose. Jim A. Kuypers says, “When people on their Facebook wall. These memes were
we frame in a particular way, we encourage others to chosen based on their contents. The selection process
see these facts in a particular way. Framing, in this of the samples followed a purposive sampling method.
sense can be understood as taking some aspects of our Usually, purposive sampling means intentional selection

2020
reality and making them more accessible than other of information that can demonstrate any distinctive
aspects” (Kuypers, 2009:181). theme, concept, or phenomenon. In this method, the

Year
According to Entman, “to frame is to select subjects are selected from the population-based on
some aspects of a perceived reality and make them their ability to meet certain specific characteristics or
more salient in a communicating context, in such a way quality (Senam and Akpan, 2014:472). 21
Meme 01

Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

Image: Meme 1 shows that there are two signs, which are known as the signs of Bluetooth and Wi-Fi. Bluetooth is a
wireless technology that is used in mobile devices to share data over short distances. Bluetooth can share data in
one device at a time. On the other hand, Wi-Fi is also a wireless technology that uses radio waves to provide
wireless high-speed internet facilities. Numerous devices can use one Wi-Fi connection to get internet facilities.

Text: Under the sign of Bluetooth, there is a text which indicates men. “Men are like Bluetooth: he is connected to
you when you are nearby but searches for other devices when you are away.” However, under the sign of Wi-Fi,
there is a text which indicates women. “Women are like Wi-Fi: she sees all available devices but connects to the
strongest one.”
Meme 02
Image: Meme 2 has two sections. In the upper section, there is a simple switch, and a lady’s finger is turning this
switch on. In the lower section, there is a large panel of different types of switches, and three men are talking among
themselves. Another man is sitting in front of the panel and working on it.

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 The Portrayal of Women in Facebook Memes
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Year

22
Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

Text: There are two sentences in this meme that say, “How to turn on a Guy” and “How to turn on a girl.”
Meme 03:
Image: Meme 3 illustrates two patterns of shopping. Firstly, there is a pattern of men’s shopping which seems very
simple. Secondly, there is a very complicated pattern of women’s shopping where no one can find the beginning
and end of the pattern.
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Text: Meme three used two sentences, which says, “A man’s shopping pattern” and “A woman’s shopping pattern.”

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 The Portrayal of Women in Facebook Memes

Meme 04:
Image: Meme 4 has a photo of a woman who is looking very pissed off or angry. This woman is Hollywood actress
Angelina Jolie.

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23

Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

Text: Meme 4 has a text which is, “Arguing with a woman is like reading the software license agreement. In the end,
you have to ignore everything & click, I agree.”
Meme 05:
Image: Meme 5 shows that there are three people, two women and one man, where a woman is asking a question
to the man. But the other woman is giving that answer on behalf of the man.

Text: A woman is asking the man, “Do you feel dominated by your wife”? The other woman is replying, “No, he
doesn’t.”
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 The Portrayal of Women in Facebook Memes

Meme 06:
Image: This meme shows a couple walking inside a shopping mall. Both of them are carrying shopping bags in their
hands. The man is holding the hand of the woman, and they are looking happy together.
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24
Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

Text: There is a text used in this meme saying, “Some husbands hold their wife’s hand in malls because if they leave
her hand, she’ll go shopping. It looks romantic, but it’s economic.”
Meme 07:
Image: Meme 7 has used a picture of Gigi Hadid and Kendall Jenner, who are well known as American models and
media personalities. Both of these models are wearing black casual outfits and black sunglasses.
-

Text: In this meme, an opinion is used as text, which tells, “If women ruled the world there would be no wars. Just a
bunch of jealous countries not talking to each other.”
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 The Portrayal of Women in Facebook Memes

Meme 08:
Image: Meme 8 shows a giant shark came out of the water and is going to swallow a girl. While the shark is about to
eat the girl, the girl is taking a selfie with her phone.

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25

Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

Text: There is a text in this meme, which says, “Wait a minute, I need to post this.”
Meme 09:
Image: In this meme, a girl is sitting on a bed and with great surprise and excitement looking at her bed where
different types of cosmetics and makeup materials are placed before her.

Text: In this meme, there is a text above the photo, which says, “Every girl’s wish!”.

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 The Portrayal of Women in Facebook Memes

Meme 10:
Image: Meme 10 has used two photos of two beautiful girls. One of them has curly hair, and the other one has
straight hair. Below their picture, a cartoon is used who is saying something to the audience.
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26
Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

Text: In this meme, there are some texts, which say, “Girls with curly hair- I wish I had straight hair” and “Girls with
straight hair- I wish I had curly hair.” Below these texts, another text is used, which says, “Boys: I just want hair on my
head.”
Meme 11:
Image: Meme 11 has used a photo of a girl who is wearing a low cut t-shirt. People can see her cleavage through
the low cut design of her t-shirt.
-

Text: In this meme, a text has been used, which indicates the girl is telling this to herself. The text is, “Maybe if I wear
this shirt that shows my boobs, I’ll meet a nice guy who wants me for my personality.”

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 The Portrayal of Women in Facebook Memes

Meme 12:
Image: Meme 12 has used two photos of a girl and placed it together. In this meme, the girl is taking a selfie in a
mirror. She is dressed in jeans pant, and a white top.

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Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

Text: A text addressed above this meme says, “Girls be like, just got my hair cut, what do you think?”
Meme 13:
Image: This meme used two photos. Above, there is a girl in a pink dress, looking very happy. She is pointing at her
wedding ring in her finger. Below this girl’s photo, there is a photo of Gollum, a fictional character from the famous
novel ‘The Hobbit’ by J.R.R Tolkien. In this meme, Gollum is looking at a ring with great pleasure.

Text: The texts used in this meme are, “How married women think they look on Facebook” and “This is what married
women look like to single people.”

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 The Portrayal of Women in Facebook Memes

Meme 14:
Image: Meme 14 has used a photo of Hollywood actor Leonardo DiCaprio. It seems he is at a party. A glass of wine
is in his hand, and he is making a toast with his glass.
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Text: This meme used two comments. These are “Men age like wine” and “Women age like cheese.”
Meme 15:
Image: Meme 15 has used a photo of Hillary Clinton, the former first lady of USA. In this meme, Hillary Clinton is
hugging a person meanwhile making a face at someone else.
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Text: There is a text in this meme that says, “Strong independent woman, who got where she is by marrying the right
guy.”

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 The Portrayal of Women in Facebook Memes

VI. Analysis not as simple as men. They are very hard to understand.
It will take huge efforts to understand what is going on in
Memes are regarded to have the power to women’s minds. The frame used in meme 2 is, “It’s hard
change the behavior and mentality of people. There is to get along with women.” In meme 3, there are two
no doubt that Facebook memes have a socio-cultural shopping patterns which indicate how men and women
influence on society. But some of these memes do their shopping. Red marks show the time and
arguably encourage stereotypical ideology for women. quantity of shopping for men and women. The shopping
They reinforce the age-old belief that a woman is pattern for men is short and simple. It means men are
supposed to act like the way they are usually portrayed. very organized and specific about what they need. They
Humor has been used as a tool against oppression just go shopping, buy necessary things and finish their
since ages (Kulkarni, 2017:13). People find relief in shopping as early as possible. They don’t waste time.
humor. But when someone uses humor to propagate On the other hand, the shopping pattern used for
false concepts about a portion of society, it simply can women is very complicated to understand. There is no
be regarded as a tool of oppression. There is no doubt comprehensible way to find out where it started and

2020
that Facebook memes are helping in opinion formation. where it ended. It simply means women are
They persuade people and can make or change shopaholics, and they become confused when it comes

Year
perceptions about certain things. But not all Facebook to shopping. Again, they don’t want to come out of the
memes are unacceptable as many of these memes shops early. Women have no headache about wasting
provide us with laughter and joy. It becomes alarming time. They will look at every item in the shop several
29
when substandard memes catch our attention, and we times and will still be confused about whether to buy it

Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

get influenced by them. In this study, selected memes or not. Thus they misuse time and do lots of shopping.
were shared by many Facebook users. Though these The frame used in this meme to portray women is,
memes may look very innocent and sometimes very “Women are confused about shopping, and when they
funny or satirical, they are humiliating a portion of go shopping they do it to a great extent.” Meme 4 has
society, especially women. These memes are not only used a photo of Angelina Jolie, who looks a little bit
disgraceful for women, but also they are creating flawed annoyed. The text in this meme means arguing with
perceptions of femininity. They are promoting imposed women is like wasting time because, in the end, men
gender roles or gender behaviors for women. Erving have to go by women’s will. Same as people have to do
Goffman showed that advertisements portray women when it comes to installing any software. It requires
with some specific characteristics in his book Gender clicking on the ‘agree or accept’ button; otherwise,
Advertisement (1976). This study tried to find out the software won’t be installed. Women are like software.
frames used to represent women and their femininity They don’t bother about others. They try to establish
with the help of Goffman’s gender advertisement theory. what they want. At first, men may try to express their
In this study, meme 1 shows two signs opinion, but women are ignorant about others' right of
popularly recognized as Bluetooth and Wi-Fi. On the expression. That is why men have to surrender to
other hand, meme 2 compares men and women to a women’s will. This meme establishes the frame,
switch and a whole panel of switches. Both of these “Women are not reasonable, and they make men do
memes objectified men and women. Though women whatever they want.” Meme 5 represents the same

-
were bluntly represented as commodities or sex objects theme in a different way. In this meme, a couple is
in media for long but memes are portraying both men talking to a lady who is asking the husband if he feels
and women as objects. The question appears when the domination by his wife. The wife replied to her that he
texts are taken under consideration. These memes put a does not feel any dominance. It may look humorous, but
judgment on men and women’s characters in front of it is portraying women as oppressors and men as
the audience. Meme 1 says men are like Bluetooth. They oppressed. It seems men are helpless in front of
will be with their loved ones when they are nearby. But women’s dominance. Women dominate their husbands
they will try for other women whenever they get a chance everywhere. They regulate their husbands like machines.
or when they are not together like the Bluetooth The frame established in this meme is, “Women are
connection works. On the other hand, women are dominators of their husband.”
compared to Wi-Fi. Women have their interest only in In meme 6, a couple is walking inside a
influential and powerful partners like the Wi-Fi shopping mall, and some shopping bags are in their
connection works. They will wait and look for men who hands. The man is holding the woman's hand. A text is
can at best fulfill their demands. Only then will they get used to make this meme humorous. The text indicates
attached to men. The frame found in this meme is, that men hold women's hands in shopping malls not
“Women search for powerful partners, and they are very because they are romantic; rather, they are concerned
greedy in nature.” Meme 2 compares men to a simple about spending money. They hold the woman's hand to
switch. It means men are easy to read. Anyone can get prevent them from going for further shopping. This
along with a man without any difficulties. But women are meme humiliates women as they have no sense of

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 The Portrayal of Women in Facebook Memes

wasting money. It is not true that every woman spends in meme 10. The text used in this meme says women
or wastes money on unnecessary shopping. There are who have straight hair long for having curly hair and
many women who do not like excessive shopping. But those who have curly hair wish to have straight hair. On
this meme is establishing a myth that women are fond of the other hand, men don’t bother with straight or curly
shopping, and they have no control over it. If there was hair. They will rather be happy if they find some hair on
no man to prevent women from wasting money, they their scalp. It may seem funny but this meme sets the
might buy the whole shopping mall. But there are many notion that women are not satisfied with what they have.
men who do excessive shopping too. They do waste They hanker after things they don’t have. On the other
money on unnecessary things. However, this meme hand men don’t want many things in life. They are
shows only women as having an extravagant content with what they get. This meme denies the idea
personality. The frame found in this meme is, “Women that not only women but also the whole society is
do excessive shopping.” Meme 7 tried to draw attention changing their age-old perceptions about women.
by using a photo of Gigi Hadid and Kendall Jenner, two Women are embracing themselves as how they are.
renowned models. This meme used their photo to Some women may desire to have curly or straight hair,
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establish a concept that women tend to compete with but as it was said earlier, it is a stereotypical notion that
each other over who is more beautiful. There is also a women are not content with what they have and desire
Year

text in this meme, which recommends women having to have things what they don’t have. Moreover, there are
jealous personalities. It means women envy each other. many men who can long for straight or curly hair. But
30 They can’t deal with other people’s success. They tend this meme made this idea as a part of femininity. This
to ignore other women if any problems come out meme set up the frame that, “Women are not content
Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

between them. Women don’t take any steps to with what they already have.”
exterminate problems; rather, they just ignore each Meme 11 has used a photo of a woman who is
other. This meme also indicates women don’t have the smiling. She is wearing a low cut t-shirt. This meme
diplomatic ability to solve issues. The frame established used a text, which means this woman wore that t-shirt to
in this meme is, “Women are jealous of each other.” In get attention from a man by showing her cleavage.
meme 8, there is a girl inside the mouth of a shark. The However, she is trying to attract men by her body, but
shark is about to swallow her, but she is busy posting claiming that men will be attracted to her because of her
this incident on her Facebook account than trying to personality. This meme certainly disgraced women. First
save herself. This meme mistreated women very much. of all, women draw attention from men by showing their
Though it looks humorous, it portrayed women as body is a stereotypical concept. Women may wish to
Facebook addicts. Men or women, anybody can be have attention but not by this. This meme is humiliating
addicted to Facebook, but nobody will act like this for women. It seems women don’t have any talents or
meme in real life. The message this meme is trying to personality to attract people. Only what they have is their
give is Facebook is the center of women’s life. Women attractive figure. Again, there can be many men who
use Facebook all time, and they share every incident of may want to draw the attention of women. But this
their life on Facebook. Even if they are about to die, they meme made women as its tool to make it humorous.
will share this on social media like Facebook. The frame The frame established in this meme is, “Women desire
used in this meme is, “Women are ostentatious in to attract men not by their personality rather by their
-

nature.” physique.” The same concept can be found in the

In meme 9, a girl is sitting on a bed, and a lot of following meme. In meme 12, there are two pictures of a
makeup products are placed in front of her. She seems woman who took photos on a mirror showing her hair
surprised, and very excited. This meme demonstrates cut. She is asking people, “How is it looking”? But this
having so many makeup products is every girl's wish. meme tried to draw the focus not on her hair but her hip.
But this is simply not true for every girl. It is just a It seems this woman is trying to show her hip or her hip
stereotypical concept. There are many women who is more attractive than her hair cut. This meme indicates
don’t like to wear makeup. They love their natural that people will notice her hip at first whenever they will
beauty. Having makeup products is not a wish for most look at her picture. It is disrespectful for women. This
of women. They may desire to have a proper education, woman may not want to focus on her hip. But she is
a satisfying job, or a healthy life and a loving family. portrayed in this meme as if she wants this. No one
There are many more important things in life that a girl should judge a woman for her skin tone, body shape, or
can wish. Where men are busy with serving the nation even for her hair style. The frame used in this meme is,
and the world, women do not just sit and do makeup. “Women want to attract attention by focusing on their
They also work hand in hand with men in every sphere specific body parts.”
of life. This meme tried to impose a notion which is not Meme 13 has used a photo of a married woman
right for most of the women. The frame used in this who is pointing at her finger ring and another photo of a
meme is, “Women wish for insignificant things in life.” fictional character known as Gollum, who is looking at a
There are two women and a cartoon character of a man ring on its hand. This fictional character looks very old,
© 20 20 Global Journals
 The Portrayal of Women in Facebook Memes

whimsical, and ugly. This meme compared married concepts and can create feelings of hatred towards
women with this fictional character. Married women may women. The frame found in this meme is, “Women are
think they are still beautiful, but this meme says single dependent on men to achieve success in life.”
people think women who are married look very old. It has been widely recognized that the media
Married women lose their beauty, glamour, and charm. can play a substantial role in promoting and
That is why married women should not share their disseminating information and are key players in the
photos on Facebook or any social media. The message social and economic development of women (Mishra,
this meme is giving is unsubstantiated, hostile, and 2015:123). Thus Facebook can play a role as an agent
nonsensical for women. Marriage is not a certificate of of social change or can be the reinforcer of the status
measuring age. Women suddenly do not become ugly quo. Memes are setting ideology by presenting
or get old after their marriage. And certainly, not misinformation against women which may bring a
everybody thinks married women are ugly or aged. The horrendous impact in the society. If this goes on day by
frame this meme is trying to set up is, “Women lose their day, our society would plunge into such a state where
beauty and become old after getting married.” Meme 14 no women will be appreciated for their achievements.

2020
applied the same view, where a photo of Hollywood People will forget to think rationally and start to satire
actor Leonardo Dicaprio is used. The text used in this and laugh at women. Women are an integral part of our

Year
meme claims that men age like wine, where women age society. If we leave behind women, we will not be able to
like cheese. This meme made a remark which is develop our society.
extremely offensive, malicious and unpleasant for 31
women. First of all, this meme objectified women. Then VII. CONCLUSION

Global Journal of Human Social Science ( C ) Volume XX Issue VII Version I

it claims as cheese gets rotten, women also lose their
qualities with time. But men flourish themselves and Facebook memes not only impart joy and
gain qualities with time. Same as wine which is laughter, but also sometimes some statements which
considered most expensive when it gets old. This meme convey hatred, sarcasm, viciousness, and vulgarity to
holds grudges, contempt, and disrespect for women. women. It is high time we think about the harmful
Age is just a number. There are many successful influence of such memes on the thoughts and attitudes
women who achieved their success after getting old. of people. Some memes are purely humorous, and
Rotten cheese may not have any use, but many aged those don’t have hidden motives. But some memes
women are serving the world along with serving their make indecent remarks and unpleasant comments
family. Women are playing active roles everywhere in about female bodies and the clothes worn by them in
every age. But it is a stereotypical concept that women the disguise of humor. This study found that Facebook
are of no use when they get old. The frame used in this memes portray women within some specific frames. But
meme is, “Women become useless when they get old.” those frames are not applicable for entire women folks.
The last meme selected in this study is meme 15. This Not all women are very complicated to understand, they
meme shows Hillary Clinton is giving hugs to a person. may not do lots of shopping, they may embrace their
The text used in this meme says women who claim hair or any body parts as they have, they may not freak
themselves as strong and independent achieved their about makeup products or social networking sites, they
position by getting favored from men or by getting may not be jealous to other women, they may not

-
married to an influential and rich man. This meme dominate their partners, they may not present
means women don’t have any quality to achieve themselves as commodity or sex objects. These memes
significant positions. They are vulnerable, weak, and are establishing myths that are misleading and
incapable of achieving higher positions. So, women fabricated. Memes are using humor to conceal the
seek men’s support to fulfill their dreams. This meme disrespectful portrayal of women. Women worth some
used Hillary Clinton’s photo to draw attention towards dignity like men. There are many women who are doing
her husband and former president of the USA, Bill a wonderful job in their respective fields of work. They
Clinton. It indicates Hillary Clinton got her today’s are working on upholding their nation and country. It is
position because of her husband. She married the right high time we give women their due honor.
person who promoted her to this position. This meme
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 The Portrayal of Women in Facebook Memes

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