PH science and technology ministry uses viral meme to promote its new free journal

The Philippines’ Department of Science and Technology went viral this week, thanks for using this popular meme. Photo via Facebook.

The Department of Science and Technology-Philippines (DOST) isn’t exactly known for its sense of humor, but earlier this week, it used a popular cheeky meme to announce the availability of its open-access journal.

DOST posted its own version of the hot “Is this a pigeon?” meme to promote the Philippine Journal of Science, which can be used by scientists to access scientific resources without dealing with paywalls.

The DOST took it one step further by citing the source of the popular meme, using the standard American Psychological Association (APA) citation format, no less. For those not in the know, the APA method is used commonly by researchers and students.

Their citation included details such as the name of the anime from where the scene appeared (Taiyo no Yusha Faibado or The Brave Fighter of Sun Fighbird), episode number, title of the episode, and even the names of the show’s writers.

Below is the meme as it appeared on DOST’s Facebook page, which has been shared almost 2,500 times and received 2,400 reactions.

Remember to click “See more” to appreciate the complete citation in all its glory.

The comments to the post have largely been positive. Wrote Albert Galang: “Kamsahamnida, bes[tfriend]!”

Wrote Mikhaella Quilang Layos: “They even wrote the source of the image/screenshot in the proper format. Nice.”

The Brave Fighter of Sun Fighbird was first broadcast 25 years ago, according to The GuardianSomewhat similar to The Transformers, the scene from where the meme was based on shows a ditzy android who keeps misidentifying objects, calling a fluttering butterfly a pigeon.

Watch the original scene below:

The Guardian said the screenshot was first posted as a meme around 2011, mostly used for anime in-jokes. It credits its mainstream popularity after Netflix United States used it as a meme to question Hollywood’s decades-old practice of casting adult actors for teen shows.

It has been used by feminists, “incels,” and, in the Philippines, by netizens who comment on the chaotic world of local politics.

Well, it looks like in spite of its geeky image, the DOST knows the value of using memes for publicity.

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