Exploring Gender Ideologies in Social Media Jokes During the Coronavirus Pandemic

Abstract

Abstract This paper investigates contemporary gender ideologies as manifested in social media during the 2020 coronavirus pandemic. Using a Feminist Critical Discourse Analysis approach, the author analyses jokes in memes and news items posted through social media in the form of videos, pictures, and texts. Specifically, it focuses on how gender stereotypes and ideologies are constructed and sustained through humour, in several themes built upon gendered representations. The author analyses the complex configuration of factors such as beliefs, stereotypes, and ideologies, which, closely interwoven, form the tapestry of the gender order. Additionally, in order to establish the constancy of gender ideologies over time and across cultures, a correlation is made between the gender ideologies reflected in proverbs and those manifested in the internet memes. The study contends that the complex role of humour enhances the subtle propelling of gender stereotypes and ideologies and ultimately, the existing gender status quo.