Week 11: Reading Scholarship on Gender in Memes

Drakett, Rickett, Day, and Milne’s (2018) explores 240 English language image macro memes from three websites and found that online sexism targeting women in the world of technology, space where feminism is more absent than present.They analysis of popular Internet memes has demonstrated the complex nature of a novel form of online humor, with regard to the construction and regulation of gendered identities at the intersection of new technologies. Feminist research has found that instances of online sexism and harassment are often reframed as ‘acceptable’ by constructing them as a form of humor. They claim that: "whilst the image macros analyzed reproduce many well-worn discourses concerning gender, they mobilize these discourses in a new medium in order for heteronormative, masculinized identities to claim rightful ownership of this medium and the spaces in which it presents itself"(p.38)Focusing on a meme, the researchers identify themes of technological privilege where the masculine elite dominates the archetypal passive sexualized woman. They mainly explored how gender discrimination was discussed in the new space of the Internet. In addition, Drakett et al. (2018) also explored what expressions Internet Memes uses to communicate their opinions. They claim that memes use humor to engage users:" this research reminder that memes can function as powerful persuasive devices, transmitting loaded messages in their content under the guise of humor or jokes"(p.36). They found that for a disruptive and critical approach to the study of humor, especially with regards to challenging inequalities is apparent.

The views of this article can also be applied to the study the relationship between power and gender in the Internet meme. In Harvey Weinstein's sexual assault, from a male point of view, Harvey Weinstein uses her work, money and other powers to force women to have sex with them; from female’s perspective, many women who are violated are afraid of losing work, etc., and choose silence. The relationship between powers and gender will also be revealed through the Internet meme; the Internet meme provides a new expression space for this relationship. Through the study of Harvey Weinstein's memes, I want to explore what kind of gender concept people express on the issue of powers. In addition, Their perspective also applies to my research. I will also explore how Harvey Weinstein's memes express the relationship between powers and gender?

 Use the two main points of Drakett et al. (2018) to analyze this meme. This meme picture is in the context of an office, a terrible sofa chasing a girl. The sofa says: "I 've got a part for you!" This meme compares Harvey Weinstein to a sofa, which is the place of Harvey Weinstein‘s sexual assault. First, according to the first point of Drakett et al. (2018), the online internet provides a new space for discussion on gender equality. This meme also puts forward a new hypothesis in cyberspace, where men use their "money, reputation" and other powers to sexually abuse women. This meme presents a new topic, and people on the web discuss it through sharing and dissemination. In addition, Draket et al. (2018) explored that memes used humor to express gender discrimination. In this memes I chose, the author used metaphors and ridicule to express the relationship between gender and powers. The author first compares Harvey Weinstein to an evil sofa, and then he pursues women regardless of the expression of women's fear. The reason for this behavior is only "money and reputation." This meme reflects the unequal oppression of women's use rights.

 Use the two main points of Drakett et al. (2018) to analyze this meme again. This memes first proposed a discussion topic: Harvey Weinstein's two-decades behavior of sexual assault against women was in sharp contrast to his "Holly has the best moral compass" discourse. This meme reveals that he does not abide by Hollywood's "moral, "and because women fear his powers, no one dares to reveal his evil behavior, causing his behavior to last for twenty years. In addition, this meme expresses the relationship between rights and gender through contrast and exaggeration of the male image. Harvey Weinstein said "Hollywood has the best moral compass," But the truth is Harvey Weinstein as a Hollywood Executive that's been accused of sexually assaulting woman for more than two decades. Which creates a strong contrast between words and deeds. This meme portrays his as a liar and a powerful abuser.

Drakett, J., Rickett, B., Day, K., & Milnes, K. (2018). Old jokes, new media–Online sexism and constructions of gender in Internet memes. Feminism & Psychology, 28(1), 109-127.