Memes as Tools of Resistance, Distraction, and Tribalism: A Sociological Analysis of Digital Culture in Pakistan
Year: 2025
Type: article
Abstract: With an emphasis on Pakistan's digital scene, this study investigates the sociological relevance of memes as instruments of opposition, diversion, and tribalism. Using memetic theory and digital sociology, it examines how internet memes are employed to negotiate political expression, cultural identity, and emotional coping by Pakistani youth drawing on primary data and combining it with current research. This study, using a qualitative content analysis of 30 viral memes and a small-scale survey of 100 college students, finds patterns about political dissent, generational satire, and online nationalism. In repressive circumstances, memes are shown to operate as subversive media; in crises, as escapist humour; in more stable settings, as symbolic markers of social groups. The study ends by stressing the value of meme literacy in modern youth culture and the sociological relevance of visual digital communication.
DOI: 10.59075/nnjmxd90
Authors: Dr. Ghazala Shoukat, Dr. Farhat Jokhiyo
Institution: University of Sindh
Language: English
Subfield: Social Psychology
Field: Psychology
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410871000