Can a meme be subversive? A new generation of Instagram users are proving that yes, they can be. The popular photo-sharing platform might have a reputation for posed pictures of flawlessly dressed "Instagram hot girls" and wholesome selfies, but a growing movement of Instagrammers have turned instead to creating subversive and often controversial memes. They range from ‘starter packs’––a myriad of images that describe a stereotype or relatable event like ‘techno DJ at a house party’ or ‘finals week’––to humorous photos of dogs or screenshots from popular cartoons with captions intended to strike a chord with their viewers.
The creators of the memes, and their target audience, aren’t dissimilar to the students who populate the average liberal arts campus. They’re young and disillusioned, often expressing nihilistic philosophies and liberal political leanings. Their content openly and honestly addresses themes of mental illness, trauma, and sexuality, frequently paired with sarcastic and self-deprecating commentary. The creators and curators of the meme pages know what their audience desires. Many of the pages provide an outlet for marginalized youth, especially young women of color, to express disappointment and anger at white supremacy and misogyny.
Other social media platform that offer anonymity, such as Twitter, are often crowded with users who openly express racist, misogynistic, and queerphobic viewpoints without fear of the repercussions. Instagram can offer a momentary reprisal from hatred directed towards marginalized people. This is not to suggest that meme pages are entirely unproblematic––many popular "memers" are white men who profit off of co-opted vernacular and memes that contain offensive and derogatory language. Users like @goldnosering and @deadbeatpunkboyfriend are fighting back against whitewashing and misogyny with no-holds-barred posts addressing racism and the fetishization of women of color and mental illness. Their memes vary between unabashed celebrations of diversity and sarcastic digs at male "allies" who use feminism as an excuse for toxic behavior. Some also examine issues like gentrification and substance abuse.
In a generation experiencing increased social and political divides, Instagram memes offer a way for millennials to connect over mutual experiences and emotions. They also broach topics that are often difficult to discuss face-to-face such as sexual assault, mental illness, and gender identity. Many of them send a reassuring message to other users struggling with the same issues: you are not alone. Some Instagrammers choose to post photos of themselves or identify where they live or go to school, but many remain anonymous. In a way, such ambiguity is comforting. It makes their content worldly and relatable, establishing a type of camaraderie between the creator and the consumer. And, unlike many of their fellow popular Instagrammers, most of these "alternative" meme curators have rebuked corporate sponsorships or invitations to peddle fit teas. In this way, although many of them are young and hip, they’re the antithesis to the glamorous "Instagram hot girl"––more devoted to curating relatable, if cynical, content than making a quick buck.
They're honesty is refreshing, their message is sincere, and their memes are fire. They’re ushering in a new generation of meme creation, and changing the way we use Instagram. I, for one, am glad to see the ascension of the "meme queens." Long may they rule.
