The meme revolution
What is the role of irony in the end of the world?
My Holidays were filled with sociological analyses about the role of memes in contemporary society. My friend Mariana Soletti, creator of the wonderful newsletter
, and I analyzed the case of our collective hero, Luigi Mangione. In her text, Mari ties concepts from Walter Benjamin's The Work of Art in the Age of Mechanical Reproduction to the mechanical reproduction of art, the rise of Nazism in Europe, and... memes. And that, folks, is what you are going to talk about today!Anyone with internet access has probably seen some kitschy montage of Luigi's smile with pinky hearts on a T-shirt sold on Etsy. Merch created and sold out in record time. Very quickly, everyone joined in. On one side, traditional media produced articles trying to discredit the boy's actions; on the other, memes spoke volumes with much less: Luigi's motives, the story of his killed grandmother, the step-by-step escape plan, his smile, and his wonderful chest. It became a battle for public opinion that favored Mangione, precisely because of the reproductive nature of memes in the contemporary era. Everyone joined in. It’s art!
The constant reproduction of memes about Luigi changed how people engaged with the case. The foundation of memes is emotion, especially humor tied to happiness. But in this instance, the masterstroke was creating a narrative of reason within the story. People learned about the life of the bisexual Italian-American through memes and sympathized with his side. Revolutionary. The meme transcended entertainment, taking on a social function and critical value. A work of art.
However, there’s another side to this story—it’s a double-edged sword. If this had happened ten years ago (or more), we might have seen a revolution with people in the streets. While memes gained critical value, they also became a tool for entertainment that quickly diluted the conversation (you probably already think this topic is outdated, even though it happened just last month). Twitter accounts posted 20 Luigi memes in two days to boost engagement, while someone else reposted one on Instagram Stories with a sexy Britney Spears song in the background. This is the new political engagement of 2025, which ultimately benefits capital far more than it helps the population.
And 2025 began with an extremely chaotic global political landscape. Beyond the sanctions and human rights violations under Trump, we saw Elon Musk and Mark Zuckerberg aligning with nazi ideologies (and gestures), embracing the new human-Dorito era. Meta announced changes to its social media policies, allowing users to label LGBTQIAPN+ individuals as mentally ill and facilitating acts of racism. Meta, which owns Instagram and WhatsApp, serves as the digital storefront for brands. It's the space where they sell their products and, being rooted in the contemporary era, also create and publish… memes. But what are they laughing at? Laughing with a brand is just soft capitalism. There's nothing funny about it.
The world feels like it’s falling apart… and making jokes at this moment doesn’t seem like the best strategy. Brands need to recalibrate and offer solutions with a fresh perspective. According to 2025 reports, the word of the year in communication is irony, clearly a result of years of using memes in marketing. This also reflects the influence of Gen Z, who love delulu (delusional) and nonsensical humor.
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Irony can be the modern language of rebellion… but it carries the challenge of being misunderstood by the majority. Irony removes the clarity of content, restricting humor to a niche audience. For instance, Brazil leads the world in creating and engaging with memes, yet over 80% of its population are functional illiterates unable to interpret texts. Basic memes are powerful for saying a lot with little, but when layered with excessive irony, they risk losing their impact.
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Recently, I read the quote, “the most dangerous people in the world are the humorless,” though I can’t recall where. I trust, love, and champion memes. I’m a fan of humor and believe in its power as a tool for communication and critical thinking. But the path needs adjusting this year. The vibe shifted. When everyone is funny, no one is funny. It’s no surprise Ben & Jerry’s stands out with its political messaging amid this chaotic circus.
Who are you laughing with?
The rhythm of 2025.
2024 was marked by the revival of EDM through the album Brat, a musical genre that often gains momentum during economic crises. It’s a way to dance and forget. EDM continues to thrive thanks to recent good releases by artists like FKA twigs, Rose Gray, and Kelly Lee Owens, who delve into this tacky genre with a contemporary twist reflected in their lyrics and the stunning artwork of their albums. Already remixed with memes, of course.
However... I believe in a plot twist this year. We need the soundtrack of a revolution, and I fiercely believe that Rock’n’Roll will return to the charts. Beyoncé has already hinted that her next album will have strong influences from this genre, which could become a significant political movement in 2025.
Beyond rock, its subgenres are also experiencing a growing rediscovery among cool artists and producers. The return of Post-Punk is already a reality. The music label Gop Tun has drawn inspiration from the album covers of the band Fellini (which look like they were designed by someone obsessed with overpriced coffee today but are actually from the '80s). The duo Vermelho Wonder released the fantastic EP Dance Fatal, featuring vocals that flirt with this genre on the dance floor. Even 070 Shake has joined in on the trend.
January was also marked by Bad Bunny “returning” to his Latin roots to boost sales and attempt a rebranding after releasing shallow tracks for North American audiences. This is not new. The same was done by MC Tha with the album Rito de Passá and even Rosalía with flamenco in El Mal Querer, both from 2018. This movement exemplifies the global weariness with modernity and globalization. The return to tradition.
What are you expecting to set the tone for this year musically? Follow my playlist to stay updated on all the latest releases:
3 things I am into:
1 - The movie The Brutalist.
2 - Second season of Severance.
3 - This joke: openly gay men can now become priests.