Between Humor and Disinformation: An Analysis of the A and B Sides of Memes in the Digital Age

Abstract

This article investigates how memes, as a contemporary communicational language and a central phenomenon of digital culture, operate simultaneously as facilitators of access to complex topics and as potential vectors of disinformation. In what we refer to as Side A, we discuss how memes, by articulating humor, informational synthesis, and strong visual appeal, become effective instruments for engaging diverse audiences, expanding the understanding and reach of social, cultural, and political debates. On Side B, we analyze their uses in polarizing formats, in which fragmentation, lack of context, and rapid circulation foster distortions, stereotypes, and misleading interpretations. The theoretical discussion integrates approaches derived from Dawkins’ memetics (1976), principles of remix culture, meme typologies, image-reading frameworks, and concepts such as affective economy. Methodologically, the study employs a mixed-method design consisting of an online questionnaire and qualitative content analysis, from which four central categories emerged: creativity, context deserialization, diffuse accountability, and the sensationalism algorithm. The results indicate that memes function as informational triggers and expressive tools with wide circulation, but their communicational effectiveness depends strongly on the critical mediation of receivers, the socio-technical context in which they circulate, and the capacity for verification within the algorithmic logic of digital platforms. The study concludes that the ambivalence of memes demands ongoing attention, particularly regarding the impact of disinformation and the ethical responsibilities of producers and users.