Using welfare memes as a case study, this research explores the characteristics and efficacy of counter memes, including anti-legend counter memes, as strategies for the critique of hegemonic discourse and pervasive stereotypes in the increasingly powerful realm of the internet and social media. Key findings suggest that while many memes that appear to counter dominant legends may do more harm than good, anti-legends as well as memes that target stigma are particularly effective due to competing strategies using parody, irony, and factual claims.

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