37 TRANSMISSIONS: THE JOURNAL OF FILM AND MEDIA STUDIES 2016, VOL.1, NO. 1, PP. 37-49 Shadow W.J. Armfield Northern Arizona University Dawn M. Armfield Minnesota State University, Mankato Laura O. Franklin Wayne State College Shaming and socially responsible online engagement Abstract The implementation of social media environments has exacerbated the use and visibility of degrading language and imagery, and shaming in online spaces is often different from that in face-to-face environments. Those who shame can hide behind anonymity or create images that are not associated with any one person, but that target a specific person or group of people. This research investigates ways in which shaming is used in social media and develops an argument for why and how it must be addressed within the learning environment. Teachers and students, working collaboratively, can create learning environments, including face-to-face and online interactions that involve positive digital citizenship, quality learning, and increasingly advanced communication skills. Key words: memes, digital citizenship, online communication, popular media Introduction In 1976 Richard Dawkins 1 coined the term ‘meme’ to describe how certain ideas spread to become part of a common belief structure. He argued that whether the idea 1 Richard Dawkins, The selfish gene 30th Anniversary Edition. (Oxford: Oxford University Press) (2006), p. 199.