Framing Theory and Socio-digital Interaction Platforms: A Case Analysis

With the aim of contributing to the study of socio-communicative phenomena from the sociological approach of the Framing Theory, we analyze in this work a group of memes posted on Facebook and Twitter concerning the shortage of gasoline in Mexico in January 2019, as a result of the strategy against fuel stealing. The main objective is to identify the way in which a set of Internet memes were used for the propagation and reproduction of frames in relation to this high-profile event in the media. The main results show that from the 55 registered memes, two main types of frames were identified: amplification and extension of frames.