The article presents a study of posts published on the online community 9gag and aims to look at the way users of this website negotiate diversity by using shared references. I posit that online discourses are not freed from social and cultural preconceptions and need to be investigated in order to reveal the issues hidden behind the curtains of the seemingly harmless gathering of people from every nation and social background. In this perspective, 9gag users often use jokes in order to bond, thus encouraging the perpetuation and discrimination of specific groups; this process shows how social mechanisms can be reproduced online and how difficult it is to change them. Created in 2008, the website 9gag gathers users from all over the world and allows its members to post pictures, movies, and brief stories that are accessible to everybody. Unlike social networks, 9gag is a community focusing on productions (or "posts") only, not on individual profiles. These posts may contain pictures from all over the world, memes, or ragecomics and are almost always produced in English.