Unveiling the Veil: Examining the Stereotyping of Hijab in Internet Memes and GIFs
Abstract
This study uses a quantitative content analysis of memes and GIFs to contribute to the visual communication literature on digital user-generated visuals. To explore whether these digital user-generated artifacts reinforce or challenge common stereotypes of Muslim women and hijab compared with nonuser-generated media, the researchers analyzed 1,000 Internet memes and GIFs shared using the hashtag #Hijab following the 2019 Christchurch mosques attacks in New Zealand. The analysis reveals significant differences between memes and GIFs, both demonstrating general support for the hijab. Memes often employ humor and sarcasm, whereas GIFs focus on conveying positive emotions and direct engagement with viewers. In contrast to nonuser-generated media, which frequently presents Muslim women as oppressed, exotic, or radical, user-generated content predominantly depicts hijabis in more progressive, empowering ways. The findings suggest that user-generated visuals on digital media could significantly influence public perceptions of Muslim women by providing more nuanced portrayals. The study underscores the importance of examining memes and GIFs separately because of their distinctive content and communicative approaches, advocating for further exploration of their impact on societal discourse.