Content Analysis: Memes and Higher Education in Pandemic

Abstract

The pandemic represented a set of transformations in human activities and implications for higher education. This study aims to analyse the perspective of professors from Higher Education Institutions on the COVID-19 pandemic through memes as a means of expression on the Internet. A total of 177 memes, published on Facebook by professors of Business Administration of Higher Education Institutions in Colombia, were analysed through a content analysis with framing elements and narrative comparative analysis to categorize the experiences lived by them in the pandemic. Here it is shown that the category with the highest presence identified in the study was work and study, the main actor and receiver of the published memes was the ordinary person, and the most used narrative scheme was the comic narrative. Content analysis based on digital interactivity represents an alternative way to generate a greater understanding of changes in education.