Over the past two decades, memes have become a global media phenomenon, both entertaining and considered a form of social rhetoric in the digital space. This study explores how Generation Z in Vietnam uses Facebook memes as a visual rhetorical tool to reproduce or negotiate gender stereotypes. In the context of Vietnam, a multicultural society with 54 ethnic groups and strongly influenced by Confucian values, traditional gender stereotypes are still prevalent, but are being reinterpreted in the digital environment. Using qualitative research methods, data were collected from ten of Gen Z's most popular Facebook community pages, with 150 gender memes selected based on content, popularity, and interaction criteria. The multi-layered analysis combines three approaches: multimodal discourse analysis, digital rhetorical analysis, and reception theory, to decode the visual structure, language, and community participation in the construction of gender meanings. The expected results show that Gen Z uses humor, irony, and paradox as rhetorical strategies to reinforce and challenge gender norms; forming forms of “polysemy” that emphasize identity negotiation in the digital environment. The study contributes to the development of a theoretical framework on visual communication and gender equality in the context of contemporary Southeast Asia.

Authors:
Nam-Phuong Nguyen, RMIT University Vietnam, Vietnam
Liem Bui, RMIT University Vietnam, Vietnam
Lena Bucatariu, RMIT University Vietnam, Vietnam
Lam Luong, RMIT University Vietnam, Vietnam

About the Presenter(s)
Nam-Phuong (Wendy) Nguyen is an Associate Lecturer in Communication at RMIT University Vietnam, with research interests in media relations, news consumption and online misinformation.

Connect on Linkedin
https://www.linkedin.com/in/nam-phuong-wendy-nguyen-428ba083/

See this presentation on the full schedule – Sunday Schedule

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