HUMOUR AND HIERARCHY: A MULTIMODAL DISCOURSE ANALYSIS OF PHD SUPERVISOR–SUPERVISEE MEMES IN NEOLIBERAL ACADEMIA

Abstract

This study explores how PhD supervisor–supervisee memes use visual and textual elements through representational, interactive, and compositional metafunctions to humorously express identity and challenge power relations in neoliberal academia. This study uses a qualitative research design and Multimodal Discourse Analysis grounded in Kress and van Leeuwen’s (2006) framework to examine PhD supervisor–supervisee memes collected from Facebook, X, and Instagram. Memes were selected using purposive sampling based on their depiction of supervisor–supervisee relationships.  The findings show that PhD supervisor–supervisee memes use visual and textual elements to humorously highlight power imbalances, supervisor detachment, student exploitation, resource inequality, and the emotional toll of neoliberal academia. It reinforces hierarchical structures and critiques the performative nature of academic mentorship, while a few present idealised, supportive relationships as rare exceptions.  The study highlights how memes function as a critical outlet for expressing and negotiating power relations in academic culture. Academic institutions should recognise and address the underlying issues of hierarchy and student well-being reflected in these memes. Further studies could explore the impact of such memes on academic communities across different cultural and institutional contexts.