Memescape Narratives of Romanian Social Movements (2013-2021): A Framing Theory Perspective

Abstract

In the digital age, social movements increasingly leverage memes to shape narratives and mobilize support. This study examines Romanian social movements through the lens of memes from 2013 to 2021, focusing on the Save Roșia Montană Campaign, the Colectiv nightclub fire protests, the #REZIST movement, and anti-restriction protests. Data were collected from popular Romanian Facebook meme pages and other online platforms. Applying framing theory, we seek to determine how memes identify issues, assign blame, propose solutions, and motivate participation. Our findings reveal that Romanian memes often criticize digital activism as superficial, remix mainstream cultural images, and use satire to challenge dominant narratives. This study underscores the potential of memes to reflect and influence public discourse and sociopolitical debates in Romania.