At the confluence of being chronic meme aficionados, internet research scholars, and educators to cohorts of young people, in 2017 my colleague Kristine Ask and I began a project to consider seriously the types of memes students share online.
Memes have been established as objects that bear meaning beyond mere internet frivolity. Studies in vernacular cultures have framed memes as “the propagation of content items such as jokes, rumours, videos, or websites from one person to others“, and as a form of “pop polyvocality” or “a pop cultural tongue that facilitate[s] the diverse engagement of many voices“. Other studies from media and communications have found that memes are a “shared social phenomenon“, and still others from the socio-cultural perspective have asserted them as a “common instrument for establishing normativity“.
Specifically, we studied the popular Facebook page “Student Problems” on which over 7 million subscribers participate in producing, circulating, gatekeeping, and consuming memes focused on mental health issues, student debt, racism, sexism, and other struggles associated with student life. Aside from the humour proliferate on the Facebook page, the Student Problem brand’s flagship website also dishes out tips via (moderately sincere) Student Guides and an online shop of blatantly self-ironic merchandise, such as a “Cry Cushion” with the inscription “place head and cry”.
Evidently, self-deprecating relatability is the order of the day, in which condescending, pessimistic, and vulnerable displays of student struggles have arisen in opposition to the rise of pristine, prestigious, and celebratory content propagated by social media Influencers and everyday humblebraggers. As vehicles of emotive visual display, Student Problem memes allowed users to build a sense of community, camaraderie, and commiseration, albeit clouded in the language of humour and wit. Although our study also considered findings from a workshop with undergraduate students in two batches, and a media watch of press coverage on student issues over several months across the world, in this post we focus on the content analysis of just the Facebook page and briefly discuss three themes from our sample of 179 memes collected between March and May 2017. more...