No Memes No! Digital Persuasion in the #MeToo Era

Abstract

This study bridges a gap in communication research by conducting a framing analysis of Twitter memes using the hashtag #MeToo based on the pathos, ethos, and logos persuasion appeals. We examine the use of these appeals in both visual and textual information in the most viral 1,000 #MeToo memes on Twitter during the week in which sexual misconduct allegations were made against Judge Brett Kavanaugh, then-nominee for the U.S. Supreme Court. Findings revealed significantly more pro-MeToo memes than anti-MeToo memes on Twitter. Results also showed that anti-MeToo memes significantly focused more on the emotional appeal and less on the logos and ethos appeals than pro-MeToo memes. Overall, the work contributes to the developing area of digital feminism research and adds to the limited research that explores the different persuasion appeals in the contemporary digital media environment.