The personal is the (quasi-) political: The role of memes in critiquing and reproducing hegemonic narratives among reservists’ wives

This study explores how digital humor functions as a form of critique in contexts where overt dissent is constrained. Focusing on memes shared by members of a Facebook support group for Israeli reservist soldiers’ wives during the 2023 Israel–Hamas war, the study analyzes how humor helps negotiate personal and collective tensions. Using thematic and critical discourse analysis, we identify four spheres of critique—targeting spouses, social circles, institutions, and broader expectations. These memes convey frustration and resistance not through direct confrontation, but via irony and satire, allowing women to express grievances while remaining aligned with hegemonic national narratives. We conceptualize this as quasi-political expression, where personal complaints, framed humorously, subtly challenge and reinforce dominant discourses. By introducing this concept, the study highlights how individuals in ideologically constrained settings use digital culture not only to resist or reproduce power, but to navigate the blurred boundaries between personal and political life.