I Sang, Therefore i am! Uses and gratifications of self-mocking memes and the effects on psychological well-being

Sang (丧) culture is a youth subculture that has emerged in recent China. Through the lens of selfmocking memes, this exploratory study attempts to understand the psychological mechanisms and social meanings behind sang culture. A survey research of Chinese college students (N=506) were conducted to examine the uses and gratifications of self-mocking memes on social media. Six gratifications were identified. Two individual traits - the need for humor and narcissism - were found partially related to self-mocking meme usage. By considering self-mockery as an alternative form of self-presentation, this study challenged the pervasive self-enhancement hypothesis. On China's social media, self-mocking memes were used as both a self-protection strategy (intra-personal) and a social strategy (interpersonal). This study found a mixed effect of self-mocking meme usage on Chinese youths' psychological well-being: It was positively related to the harmonious interpersonal relationship while negatively related to self-acceptance.