FROM LAUGHTER TO LIGHTNESS: MEMES AS A DIGITAL COPING MECHANISM

Abstract

This study, conducted in rural fishing communities in Cape Coast, Ghana, and grounded in the Relief Theory, explores how ‘’memes’’, short, humorous digital artefacts, function as informal coping mechanisms among rural dwellers. Through eleven focus group discussions (n = 44), the study identifies patterns in meme engagement, content types, and underlying motivations. Thematic analysis revealed that meme viewing and sharing are daily rituals embedded in the rhythms of rural life, and persists despite economic constraints. Participants described memes as tools that “lighten the heart,” providing temporary relief from stress and creating moments of shared laughter and social connection. Locally grounded forms, featuring Ghanaian comedians, Pidgin expressions, and culturally resonant humor, were especially popular, reflecting how memes translate lived struggles into collective amusement. Beyond individual catharsis, memes also serve as subtle forms of social commentary, allowing participants to voice frustrations about political, economic, and social issues through humor. The findings extend Relief Theory by showing that laughter functions not only as emotional release but also as communal resilience in digitally connected, resource-limited settings. By framing memes as digital coping devices, this study challenges the trivialization of online humor and underscores its psychosocial significance. Implications are offered for mental health advocacy, social welfare, and policy design, suggesting that culturally embedded humor can be a powerful, low-cost tool for strengthening well-being in rural communities.