Utilising social media as a tool for connection in an increasingly distant world has the power to do a lot of good, but when a partner neglecting boundaries and emotional needs is contextualised as just another ‘annoying thing husbands do’, it’s hard to get on board.

Dr Spelman points out that not all instances of memeification invalidate women’s experiences or limit their ability to speak up, pointing to the fact that many female activists use memes and humour as a powerful tool to raise awareness and challenge societal norms. Ellie Baker, a couples coach and founder of relationship service Coupld, also agrees that it’s a double-edged sword. “There’s a lot of instant gratification in making light of a situation and sharing it with others who also relate,” she tells me. “There’s an element of feeling seen and understood when this type of content reaches large audiences, as if it proves that you’re not alone in what you’re experiencing.”

But at the same time, ‘my husband is useless’ videos reinforce harmful stereotypes and make it harder for them to address the issue in a serious manner. “Women may feel that sense of relief after venting to the wider world, but because it’s trivialised and not directed to the partner themselves, it continues to absolve them of any responsibility,” adds Baker. “They’re then probably more accepting of the status quo rather than feeling empowered to have important conversations about the standards they expect. It’s like putting a plaster over something that needs stitches.”

Why #MarriageHumour and the memeification of male incompetence is setting women back