Decoding Philippine Facebook Memes: A Content Analysis of Their Cultural and Social Influence

This study examined Facebook memes as cultural texts that mirror and influence Filipino popular culture, social values, and collective identity. Specifically, it explored meme-sharing trends among users, their contribution to pop culture and social discourse, and the messages, symbols, and ideologies embedded within them. Using a qualitative content analysis of purposively selected memes across six categories: showbiz, social, political, pop-culture mockery, ideological, and societal challenges and advocacies, the study interpreted the humor, critique, and cultural meanings expressed in these digital artifacts. Findings reveal that memes function as participatory and dialogic tools that encourage user interaction and shared expression. They allow people to transform everyday events, media moments, and social issues into satirical yet critical reflections. Showbiz and social memes nurture community engagement, political memes cultivate civic awareness, ideological memes preserve cultural beliefs, and societal challenge memes promote reflection and advocacy. The study deepens the multimodal and semiotic nature of memes in shaping Filipino digital discourse. Despite limitations related to qualitative scope and selected examples, the research contributes to understanding digital participatory culture, media literacy, and the role of humor in social commentary. The study recommends expanding future research to cover broader regions, platforms, and audiences. It also suggests integrating mixed methods and exploring the potential of memes for education and advocacy.