Primary and secondary coping behaviours portrayed by memes in response to the stresses induced by the COVID-19 pandemic

Purpose This study aims to explore the cultural narrative of problems and coping behaviours of the 2020 Coronavirus pandemic-related memes portrayed during that period. The approach used to accomplish this aim was to view the memes through the perspectives of primary and secondary coping behaviours. Design/methodology/approach Memes representing coping behaviours exhibited during the COVID-19 pandemic were collected using the methodology recommended by de Deus et al. (2022). Memes were collected using social networks, such as friends, family and co-workers, for a total of 272 memes. Findings A content analysis unpacked six major stress themes:1) quarantine, 2) social distancing, 3) shortages, 4) disruptions and lifestyle changes, 5) health concerns and 6) perceptions of COVID-19. A framework of primary and secondary control coping mechanisms was later applied to the six major stress themes. Both primary and secondary control were represented througout all of the stress themes, with the exception of the “shortages or hoarding theme”. All the memes in this category were classified as secondary control. Research limitations/implications This research goes beyond simply identifying the stresses highlighted by COVID-19 themed memes. It employs the framework of primary and secondary control coping strategies as an underlying societal theme, which can contribute to meme virality. Practical implications During difficult societal circumstances, such as a pandemic, brands can use memes to illustrate positive coping behaviours. Even illogical coping behaviours, such as stockpiling, can feature brands, such as stockpiling toilet paper. Originality/value This research goes beyond simply identifying the stresses highlighted by COVID-19 themed memes. It demonstrates how marketers can leverage underlying societal themes within memes.