Abstract
Memes have been described as communicative and aesthetic practices that serve cultural, social, political purposes on a digital platform. Several studies, in the last decade, have attempted to study this digital aesthetic knowledge production as a powerful tool for political, racial, and gender-related discourses. Most often this knowledge is produced through comic multi-media texts. Many theorists believe that, digital media reinforces inequality, marginalization and such other social issues through the audio-visual-textual medium as much as it establishes the counter-discourses for equality, body activism, racial activism and the like. Speed and lack of censorship can be the cardinal reasons for the popularity of these memes. Among the mass-influencing gender-related memes are those encouraging fat-talk and body-image stereotypes. In the Indian context, ‘Tag a Friend’ memes is one such widely circulated meme which communicates body-shaming messages through sexist humor. It mainly targets the fat/colored/transgender women. The current study examines these memes using multimodal discourse analysis methodology. The paper attempts to investigate the revival/reproduction potential of color-shaming and body-shaming stereotypes via comic memes through Shiffman’s memetic dimensions. The analysis establishes that memes can be a prominent site for the re-production of the problematic ideology of body/color shaming even in the 21st century.
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