Background Social media can be powerful tools for rallying support for a social cause, political mobilization, and social commentary. They can also greatly contribute to incendiary discourses and social stereotypes-often through memes. This article explores the case of one American, known by the moniker of "Sweet Brown," whose interview about a local fire made her an overnight celebrity in 2012. Analysis A frame analysis of her portrayals in legacy and social media is conducted, and reveals that social media platforms facilitate and even encourage a reductionist approach to messaging. Conclusion and implications Sweet Brown's appearance, which conjures gender, race, and socio-economic class, became a powerful tool for circulating stereotypes. The interplay between legacy and social media can serve to reproduce stereotypes and marginalization, as is evident in the case of Sweet Brown.

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Keywords Framing, Legacy media, Memes, Social media, Stereotypes, Sweet brown
Persistent URL
Journal Canadian Journal of Communication
Dobson, K. (Kathy), & Knezevic, I. (2018). "Ain't nobody got time for that!": Framing and stereotyping in legacy and social media. Canadian Journal of Communication, 43(3), 381–397. doi:10.22230/cjc.2018v43n3a3378