Meme-ing your way into media representation: cultural identity portrayal of immigrant Coptic memes on Instagram

Abstract Purpose This study observes Instagram memes by immigrant Copts (Egyptian Christians) to investigate the cultural identity portrayal, the most prominent themes and the co-cultural communication orientations they adopt within their diasporic context. It highlights how social media platforms allow Copts to express identities beyond stereotypical media representations. Design/methodology/approach A systematic quantitative content analysis was conducted, using a sample of 450 Instagram memes that were tagged with #copticmemes. A codebook, based on co-cultural theory, literature on cultural identity, and a review of Coptic memes, was developed to analyze language, cultural identity portrayal, prominent themes, and communication orientations. Findings Immigrant Copts primarily portrayed their cultural identity on Instagram memes through Coptic cultural elements, followed by a blend of Coptic and American/Western identities. Most prominent themes included Egyptian (pop) culture and social norms, Coptic social norms, and church prayer. Among memes depicting relationships with dominant Western culture, Assertive Accommodation was the predominant communication orientation, followed by Nonassertive Assimilation. Practical implications Media practitioners can use these insights for a better understanding of immigrant Copts. Immigrant Coptic media creators can gain a awareness of their relationship with the dominant western culture through the communication orientations identified, helping them be more intentional in their communication. Social implications This study shows how social media, like Instagram, enable minorities to authentically portray their identities and challenge mainstream stereotypes, in addition to fostering a sense of community and belonging. It reveals the digital communication’s role in connecting immigrant cultural groups with their homeland and shared national identity. Originality/value This study pioneers an analysis of digital communications by integrating co-cultural theory and Berry’s Model of Acculturation. It fills a significant research gap regarding the digital presence and image of the Coptic diaspora. It provides fresh insights into how they navigate and reconstruct their identities in a diasporic context digitally, specifically on Instagram.