SOCIAL DISTANCING IN A WORLD OF MEMES eBOOK:

edited by Heidi A Campbell

Echoing previous research we found these memes frame their central topic, in this case social distancing, within a limited range of ways. . This includes memes framing the central narrative as if it were being promoted, played with, questioning, mocking or suggesting the very idea is irrational. Most of the memes shared on the Holy Pandemic! page used a “Playful” framing that attempted to make light of the virus and quarantine situation. Some could be read as “playful” in their making light of new social behaviors such as mask wearing, Zoom-calling, and quarantining. Other memes drew on a specific types of imagery, tropes, and ideas in their jokes, to make light of the seriousness of the global pandemic and requirements for social distancing. “Mocking” and “Promoting” frames were also found in social distancing memes, but to a much lesser extent. Memes “mocking” social distancing targeted individuals, groups or organizations failing to comply with social distancing protocols, suggesting they were unethical, selfish or simply stupid people for not recognizing the seriousness of the pandemic. Such memes tended to use irony to underscore the importance of mask-wearing, hand-washing and other health- and community-focused practices. The use of mocking in memes sought to praise the alternative response, focused on public care and compassionate content. The “Promoting” emphasized how social distancing should be seen as a pro-social norm, that was needed at this moment and would make a positive impact on the world even if the meant personal deprivations. Overall, these frames suggest most memes built on a common narrative, one of social distancing as an act of personal responsibility and public care that created many inconveniences and daily challenges that could be laughed at, because they had become part of the common human experience at this time.

The top three themes found in the meme sample were “Creates new behaviors,” “Humor as coping mechanism,” and “Impacts religious practice.” “Creates new behaviors” highlighted unique practices brought on by the pandemic such as mask-wearing, conducting church online, staying home, binge-eating or drinking while home bound, and other behaviors that exemplified many people's experience of quarantine and lockdowns. These were often combined with the theme of “Humor as coping mechanism” to make light of the challenges and required behaviors created by the new normal. Memes presented humor as a healthy and common strategy for making sense of these new social limitations and requirements. In many respect these meme help to normalize the new behaviors. Also while the pandemic has impacted all areas of society, religion became a featured arena for these exploring changes. These memes explore both the broad impact, closing down house of worship, and specific implications, such as reinvention of traditional rituals associated with religious holidays like Passover and Easter.

Perhaps because the sample gathered came from early in the pandemic, when stay-at-home orders were most prominent, most of the memes focused on the shutting down and moving online of daily or regular weekly activities such as work and school and attendance at religious serviced. Memes referenced the monotony of staying at home, the particulars of how common practice were translated to online activities, and speculated as to the long-term consequences of minimal social contact with others. One difficulty with these memes is their somewhat ambivalent tone and the mystery of their political orientation. While responses to the Corona virus and global pandemic quickly took on highly political tones, few of these memes evoked such arguments. While some of these memes may be read as humorously supportive of things like social distancing and masks others creatively mocked those same behaviors. Early memes documented focused on light-hearted and tongue in cheek response to social distancing. Yet as the pandemic wore on we saw an increased politicization of events highlighted in mainstream media related to official decisions mad about quarantine, isolation and public lockdowns. As this wore on we noted a kind of “creep” of more sarcasm and mocking tones in some memes. Yet the politicizing of social distancing was not overtly or strongly seen in the memes studied. Also while notable political and cultural events often tied to the public mood created by the pandemic occurred during the meme collection period, between March to June 2020, they were notably absence from the meme discourse. Themes such as racial injustice and diversity connected to the death of George Floyd on May 25 and the protests that followed, while notable in the public consciousness were invisible in the meme sample studied. It is hard to know if this was due to a certain level of ambivalence to these events from meme creators and consumers found with the Holy Pandemic groups. Or maybe it was simply a result of compartmentalization of topics that kept the group solely focused on narratives directly related to COVID-19 and the global pandemic. There were brief reference to police and law enforcement in several memes, such as one appearing in April showing police telling Jesus to get back in the tomb on Easter, suggesting a playful narrative. Yet these could also later be read as oppressive or mocking as a commentary on policing, as well as hint at religious persecution by governmental forces.. The notable absence of some events and public moments from this meme record raises some interesting questions worth further investigation.