Conducted by PIT
, Started on 2024 -
Completed on 2025
Completed
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This descriptive phenomenological study explored how Facebook memes shape students’ online identities
within the context of participatory and prosumer culture. Seven Bachelor of Arts in Communication
students, selected through linear snowball sampling, were interviewed in-depth, and data were analyzed
through two coding cycles. From 212 significant statements, 306 formulated meanings, and 21 clustered
meanings, two themes emerged: memes as media for personal and social expression, and the role of
discernment in meme engagement. Findings highlight how students perceive and use memes in identity
formation, with implications for students, educators, administrators, social media users, and future
researchers.