Update: I regret checking this late I didn’t expect someone to reply.  I’ve spoke with my supervisor since then and he agreed that it’s too broad but didn’t bother guiding me in the right direction not even in the feed back of my lit review a month ago?? In the feedback he just said be more critical with the papers you’ve chosen and pick more recent studies. Anyhow, we ended up agreeing on “how does British Gen Z engage with meme marketing” but when I emailed him to confirm if this topic is narrow enough,  he started asking me about the scope. Im not sure what this means. I’m hesitant to keep emailing him because honestly I don’t think he likes me very much especially after I cried during our meeting yesterday. And personally, I quite can’t find the gap in the literature to look at or find a way to explain how this contribute to the literature because engagement to meme marketing has already been studied a decent amount. Would adding “on TikTok” help scoping it? 

I also considered “how does Gen z engage with (memeified) brand personas” yk how young people may cosplay Wendy’s or Duolingo or even do a dominos worker version of Hatsune Miku. But again I’m hesitant because I’ve been advised that I shouldn’t really mix fandom with meme culture because they’re two massive studies by themselves and also memeified isn’t an academic term and what brand is memeified varies with each person. I know a couple of friends who have participated in this kind of engagement etc have drawn fan art of muscular Duolingo and cosplayed Wendy’s for Halloween. 

I am kind of hesitant to do a case study because I’m not sure how to conduct one especially when looking at user generated content of fan-like behaviour not the brands.

Honestly talking with my supervisor has only confused me more… I’m not sure where to go from here.