Memeing scientific racism: the digital reframing of racialist ideologies

This article examines how racialised memes circulating on X revive scientific racism, demonstrating that hybrid formats reconfigure biological essentialisation within contemporary digital culture. Using a corpus of 68 viral items and 4 case studies, our analysis applies Shifman's content-form-stance model, informed by cognitive psychology. We show that these memes adopt common scientific conventions while relying on visual polarisation, whereby rapid perceptual contrasts stand in for arguments. Familiar templates, reinforced by selective algorithmic amplification, create a sense of perceptual legitimacy through fast categorisation and pre-attentive processing. We also trace how these cognitive shortcuts provide the basis for a regime of racialisation tailored to digitally immersed male audiences, producing gendered behavioural stereotypes and disappearance anxieties. A further pattern is the recoding of older racial hierarchies into neutral-sounding language of competence, allowing these ideas to travel across racialist, masculinist, techno-elitist, and anti-DEI (Diversity, Equity, Inclusion) communities. In this environment, memes work as micro-infrastructures of classification that align claims to objectivity with affect and platform incentives, making inequality appear natural and necessary. We conclude that effective critique must meet these images on their own terrain, with a pedagogy of the gaze that teaches publics how to recognise and challenge persuasion in meme-driven spaces.