Meme Discourse: (De)Memetizing Antifeminist Ideology

ABSTRACT This work aims to discuss the need to think memes from the perspective of a critical visual literacy. More specifically, we seek to analyze how memes are used in social practices that somehow establish or maintain relations of gender domination and to explain how the idea of a critical visual literacy might be useful to oppose this kind of discourse production. This discussion is developed in the light of the concepts of multiliteracies, critical visual literacy, Critical Social Theory and the metafunctions of visual language.