Memeing back at misogyny: emerging meme-feminism, visual tactics, and aesthetic world-building on Iranian social media

Abstract

ABSTRACT In this article, I examine the emergence of “meme-feminism” on Iranian social media, which adopts innovative tactics to combat gendered hate online. I propose the concept of “memeing back” at misogyny and numerous gendered inequalities as not only a unique feminist tactic but also a political and satirical world-building practice. With a detailed analysis of theorizations of (digital) feminist activism and mediated visual humor, I demonstrate how the adoption of memes can, through anonymity and visual community-building, extend beyond dominant forms of popular feminism to combat the pervasion of anti-feminism on Iranian social media. I further unpack how this tactic mobilizes feminist memes by utilizing shared aesthetic visualization, a feminist politics of exposure, and visual nagging as embodied and mediated interventions to critique socioeconomic inequalities impacting women-identifying individuals in Iran. On this basis, I argue for the significance of online memes and the “memeing back” tactic in advancing feminist demands under suppressive, violent, and capitalist states.