Laughing to avoid crying: Humor as a weapon or salvation?

Abstract

Currently in Portugal, social media is characterized by a constant flow of crises and fast-paced news. For this reason, memes have become a relevant way of commenting on serious topics. This article argues that digital humor is an ambivalent tool in Portuguese public communication, as it can function as social critique and emotional support, but also as a mechanism for trivialization, exclusion, and disinformation; therefore, brands, institutions, and users must ethically evaluate the target, intent, and effects of humorous messages. Through the analysis of national examples, such as the IKEA campaign and the case of Member of Parliament Joacine Katar Moreira, it is demonstrated that the balance between legitimate satire and ethical responsibility is fundamental for preserving dignity in digital public debate.