The memefication of Squid Game and mimicry of Asian images

Abstract

The memefication of Squid Game demonstrates the cultural dynamics of media reception in changing media environments. The dissemination of memes facilitates public participation and democratic use of media, however memes also aggravate cultural prejudice and contribute to the segregation of social groups. This study investigates ideological influences involved in spreading Squid Game memes. Squid Game and associated memes demonstrate the ambivalence of cultural dynamics at the global level and identity issues involved in consuming media and pop culture. Theories of postcolonialism and critical discourse analysis are applied to examine media production and distribution of Korean media, and its influence on the reproduction cultural prejudice in changing media environments. Online memes provide the particular impetus underlying contestations between cultural diversity and ideological conservation in our changing media environment.