This study delves into the realm of humor found in memes that proliferated across various digital platforms in Saudi Arabia in response to the COVID-19 pandemic. These memes emerged as instrumental means of communication, coping, and adaptation throughout the crisis. The research is driven by the objective of categorizing and comprehending the humor in these memes through a qualitative content analysis. The study adopts the incongruity-resolution (IR) framework to scrutinize 150 Saudi memes. The analysis is centered on incongruity-resolution strategies, the interaction between text and image, and contextual elements that contribute to comprehension. The results reveal that Saudi COVID-19 memes predominantly employ seven incongruity-resolution strategies, both with and without image integration. Notably, a substantial portion of the memes (30.5%) defies categorization within any specific IR class and is hence classified as ‘textless memes.’ These memes effectively convey compelling messages without any textual content, relying on shared experiences. The analysis has yielded valuable insights into the diverse methods employed in constructing humor, resolving incongruities, and the significance of contextual information in generating humorous effects. These findings carry implications for cross-cultural communication, digital media, public health communication, and the exploration of humor within crisis situations. Understanding the role of humor in navigating global crises and its evolutionary dynamics is pivotal for achieving effective communication and adaptation within the rapidly transforming digital landscape.
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