Why is there a sudden boom in heteronormative memes on Instagram?

By Bianca Borissova

Updated May 18, 2020 at 05:07 PM

Reading time: 2 minutes

5874

Our society has only recently started to recognise relationships outside of traditional views, so it’s no surprise that toxic monogamy and heteronormativity are still widely normalised. Lately, I have come across online posts depicting certain tropes and expectations within traditional and heterosexual romantic relationships that made me think about the ways we understand love and sex—and I’m sure I wasn’t the only one. Why exactly have these heteronormative memes suddenly appeared and what can they tell us about our society?

Instagram has been targeting me with some very sappy, cringe-worthy content about love (or at least what is perceived as love by many) through accounts such as @clingycouples and @couplepost.xo. Scrolling through these pages has turned into a hobby of mine—I sometimes find myself laughing at memes for their unironic absurdity. But at other times, I can’t find anything funny in them and feel repulsed by the blatant sexism, normalisation of toxic behaviour and homophobia.

https://www.instagram.com/p/B8c2ZW_AQuU/?igshid=1jciwkoxy97jl

All of these posts display certain tropes of toxic monogamy such as the normalisation of jealousy as a part of love. Heteronormativity is the belief that heterosexuality is the only normal and accepted form of sexuality, or in other words, the belief that romantic, sexual and marital relationships are most fitting between a man and woman. This limits and dismisses other expressions of gender, sexuality and romance, while also imposing traditional, patriarchal gender roles and toxic masculinity within a relationship, invalidating relationships outside of this paradigm.

Of course, memes shouldn’t be taken seriously, that’s why I’ve tried to analyse and understand them. My aim is not to say that cis-gender, straight and monogamous people are unable to form healthy romantic relationships; they are and anyone is, through mutual respect and communication. The problem is that a lot of these posts and memes do the complete opposite of promoting healthy communication.

Screen Shot spoke to the duo behind @hetero_cringe, the Instagram account challenging and deconstructing heteronormativity through sarcasm and irony, meme by meme. @hetero_cringe don’t make their own memes, but rather repost cringe relationship content (which often isn’t even created as a meme) turning it into a meme. In fact, some of their followers do not realise that the account is making fun of these relationship tropes and follow them for what is perceived as relatable and cute relationship content. “We don’t understand how this couldn’t be a joke,” they shared.

Inspired by boomer comics and heteronormative Instagram comments, the content they post is a mix between fun, lighthearted but cringe displays of hetero affection, borderline ridiculous presentations of sex and gender, or sometimes a deep dive into much deeper issues like fragile masculinity, misogyny or unhealthy yet normalised traits within relationships.

View this post on Instagram

haha

A post shared by hetero_cringe (@hetero_cringe) on

“There is a lot of content we are sent that is absolutely not okay to post. Obviously, we go to quite a lot of extremes to what we post, but we are finding more and more lines that are not okay to cross. The hate we get is mostly TERFS…transphobia is a problem, and if it’s not, it’s sexism.”

It is crucial that accounts like @hetero_cringe challenge these norms, as sexism, misogyny, queerphobia and other underlying identity and relationship issues have essentially spiralled out as a result of heteronormativity. Whether intentional or not, heteronormative memes are exclusionary of queer people, marginalising a sexual minority even further, which is the opposite of what we should be aiming for as a society: complete inclusion and open-mindedness.

@hetero_cringe have built a whole online community where they can have these open discussions: “We learn things, and they learn things, and it is just really nice—[memes] are definitely a powerful way to change things,” they explained.

Memes are part of our popular culture, and their influence is crucial. According to YPulse’s social media behaviour survey, 75 per cent of 13 to 36 year-olds share memes on a regular basis. It looks like we’re soon about to consume more memes than any other content medium. Heteronormativity and toxic traits of monogamy are still very much prominent within mass culture (Love Island, I’m looking at you), but memes are our new method of communication, so let’s use them aptly to spread the right message, one of acceptance and inclusivity.

Keep On Reading

By Charlie Sawyer

Why has the new sculpture of a Black American woman in Times Square prompted mass outrage?

By Eliza Frost

Sabrina Carpenter says you need to get out more if you think Man’s Best Friend artwork is controversial 

By Charlie Sawyer

Meghan Trainor is not responsible for eradicating fatphobia. But her fans also have a right to be upset

By Charlie Sawyer

Who is Zohran Mamdani, the staunch socialist primed to become New York’s first Muslim mayor?

By Eliza Frost

Bereavement leave to be extended to miscarriages before 24 weeks

By Charlie Sawyer

Penn Badgley praised for opening up about fatherhood and raising sons on Call Her Daddy

By Eliza Frost

It now takes 20 hours of work a week to survive as a UK university student

By Charlie Sawyer

McDonald’s hit with new mass boycott. Here’s who’s behind it and why

By Eliza Frost

UK to lower voting age to 16 by next election. A controversial move, but the right one

By Charlie Sawyer

Here’s why the internet is convinced that Trisha Paytas’ third baby will be the reincarnation of Pope Francis

By Charlie Sawyer

Introducing Berlin’s latest tourist attraction Cybrothel, where men can request AI sex dolls covered in blood

By Charlie Sawyer

Emma Watson reveals disgusting paparazzi ambush on her 18th birthday

By Payton Turkeltaub

Do Gen Z secretly hate their boyfriends? TikTok’s viral #IHateMyBF says yes

By Eliza Frost

Netflix is predicting your next favourite show based on your zodiac sign 

By Eliza Frost

People think Donald Trump is dead and they’re using the Pentagon Pizza Index to prove it

By Charlie Sawyer

Yung Filly’s legal troubles mount as the rapper faces two new sexual assault charges in Australia

By Eliza Frost

Everyone’s posing like Nicki Minaj: the TikTok trend explained 

By Eliza Frost

Bad Bunny is not touring the US due to fear of ICE raids at concerts

By Charlie Sawyer

What is Mar-a-Lago face? Unpacking the beauty trend prompted by Donald Trump’s second term

By Charlie Sawyer

Father of former Harry Potter star gives serious warning to the new child stars in HBO Max reboot