Impact of Internet Memes on Perception of Gender-Based Violence among Pakistani Youth

This study investigates the impact of internet meme culture on the perception of gender-based violence and harassment among Pakistani-educated youth. Memes nowadays have become an integral part of virtual life and illustrate societal issues in humorous or satirical ways. This study aimed to analyse how memes present harassment-related issues and how these shift individual thoughts and behaviours regarding gender-based violence and sexual harassment in society. A qualitative methodology was adopted to conduct the research. Two methods were included i.e. content analysis of memes on the internet related to the topic of sexual harassment and in-depth interviews with university students about their exposure, perception, and effect of these memes on the understanding and severity of the harassment. The findings showed that memes displayed with sexual harassment content downplay the issue. Memes strengthen the traditional gender roles and unequal status of women in society, and it is done by lighter notes in satirical ways, which have a subconscious impact on the thinking of the people who watch them. Memes shape and reinforce the gender roles in society. The research illustrates that memes propagate harmful stereotypes and influence the perception of gender-based violence and sexual harassment among viewers. The study emphasizes the importance of critically evaluating memes and their impact on the psyche of society because of their serious viral nature; it trivializes the grave issue of sexual harassment in the minds of people.