A Phenomenological Study into How Students Perceive the Facebook Meme Culture in Shaping Online Identities

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.