Doing feminism in the network: Networked laughter and the ‘Binders Full of Women’ meme

Abstract

We analyse how memes construct networks of feminist critique and response, mobilising the derisive laughter that energises current feminisms. Using the 2012 case of the ‘Binders Full of Women’ meme, we argue that feminist memes create online spaces of consciousness raising and community building. The timeliness, humorous affect and media techné of meme propagators become significant infrastructures for feminist critique, what we term ‘doing feminism in the network’. If the Internet is particularly good at facilitating the diffusion of feminist jokes, as others argue, we illustrate how the networking and distribution capacities of social media platforms such as Tumblr, Facebook and the online shopping site Amazon.com also cultivate new modes of feminist cultural critique and models of political agency for practising feminism through meme production and propagation.