Self-Presentation and Meme Culture: How Do Young People Manage Emotions on Social Media?

Faculty of Business, City University of Macau, 999078 Macau, China

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Abstract

Against the backdrop of global crises, social media has become a crucial platform for young generations, allowing them to self-express and alleviate anxiety. With the widespread use of social media, a growing number of young people from diverse countries have become active users. Self-expression and memes are two common reasons young people are drawn to social media. Self-presentation refers to the deliberate actions individuals take to manage their impressions on others in social situations. Memes indicate the collective creation and dissemination of modifiable and easily reproducible media units on digital platforms. Young people use selfpresentation on social media to maintain social connections and express emotions through various symbols. Therefore, this study aims to explore how self-presentation on social media can help young people alleviate social anxiety and identity confusion, and how memes can mitigate negative emotions caused by crises and help young people build their identities. This article combines dramaturgy, social identity theory, and humour relief theory to analyse the mechanisms of social media’s impact on emotion regulation at both the individual and group levels. Moreover, practical implications are revealed in terms of platforms, policies and social media users, highlighting the importance of self-portray and meme use.