Filipino Meme Culture in Reddit: A Social Exchange Theory Application in an Anonymous Online Community

The study explores the dynamics of social exchanges within the r/Philippines subreddit, focusing on how meme culture influence user interactions and engagement. It highlights the significant role of social media in Filipino culture, noting the increasing time spent on platforms like Reddit, which serves as a unique space for community building and cultural expression. Social Exchange Theory (SET) is applied to understand participation behaviors in online communities, emphasizing perceived reciprocity and social capital as critical factors. SET provides a framework for analyzing social interactions, focusing on the perceived costs and benefits that influence user engagement in online communities. The research focuses on posts categorized under the MemePH flair in the r/Philippines subreddit, utilizing publicly accessible data without requiring ethical clearance. A content analysis was conducted to analyze the posted memes, while a thematic analysis was conducted to examine social interactions in the comments section, with classifications established before data collection. The content analysis reveals that memes in the subreddit are primarily categorized as political, propaganda, current events, and dank memes, with humor being a significant driver of engagement. The thematic analysis indicates that perceived community support, exchange ideologies, social ties, and perceived benefits are crucial in motivating users to post and interact within the subreddit.