Logo memes: Humor as dissent

Mark Twain once said, “The human race has one really effective weapon, and that is laughter.” This sentiment resonated strongly last week when the general public swiftly expressed their disapproval of the Philippine Amusement and Gaming Corp.’s (Pagcor) new logo, which cost a staggering P3 million to create. Featuring a stylized letter P resembling a red and blue flame, the design is supposed to represent how the agency “ignites change and drives progress.” However, social media users wasted no time in creatively mocking the new logo with humorous adaptations. Some transformed it into a horned devil while others turned it into Loki’s new helmet or the fireball in the famous “Street Fighter” game.

Humor is a potent tool for dissent. It could subtly plant an idea in our minds, allowing us to consider new insights that might have otherwise escaped us. Since laughter usually arises from something that is incongruous with our mental patterns and expectations, studies show that humor stimulates cognitive processes that facilitate critical thinking. The surprise that our brains and senses get when faced with funny content opens a space for alternative perspectives to be considered, which could prompt individuals to reevaluate their preconceived notions. The absurd Pagcor logo memes that dominated social media made the dissenting opinions more palatable and entertaining to consume. These jokes could have helped more people to reflect on whether the hefty price tag charged by Printplus Graphic Services was fair or glaringly unreasonable, considering the quality of their output and questionable business registration.

It is all too easy to be desensitized to corruption in the Philippines. In 2019, then Deputy Ombudsman Cyril Ramos, revealed that the Philippines is ranked as the sixth most corrupt among Asia-Pacific countries and that we lose P700 billion annually to corruption. “With that amount, no Filipino would get hungry,” he stressed. Some individuals may just choose to cope by accepting corrupt practices as a societal norm, rather than live in frustration. Humor could be the antidote to apathy. The therapeutic release that it provides while tackling emotionally heavy topics such as injustice and corruption, could help keep citizens engaged and less defeated. And as one sees their jokes gain traction, a sense of solidarity emerges, instilling hope that they are not alone in their pursuit of holding the system accountable.

Jokes can also make dissenting ideas less threatening, providing some protection from immediate retribution from those in power. A notable example of this is Bassem Youssef, a pioneer of political satire in Arabic who used comedy to push back against Egypt’s authoritarian regime. An article published in The Economist described how the streets of Cairo would fall silent every time Youssef’s television show was on because generations of Egyptian families would come together to watch him poke fun at the government. Through humor, Youssef was able to navigate the boundaries of permissible speech, enabling him to encourage citizens to think more critically about the regime’s problematic policies.

Approaching a topic lightly does not mean that it cannot lead to serious action. One could argue that more people in power are speaking up against Pagcor’s P3-million logo because the public showed through their memes that they care about the issue and will not just let it slide. ACT Teachers party list, Gabriela party list, and Kabataan party list have called for an investigation and Sen. Grace Poe has questioned whether a proper bidding process took place to verify if the costs are accurate and if this was truly the best use of P3 million. The clear answer, by the way, is a resounding NO. Based on experience, a logo and brand refresh from a reputable graphic designer typically costs P30,000-P50,000 depending on the scope. Even if the most expensive ad agency was involved, the contract could never have reached millions.

Humor as a form of dissent is not without its limitations and risks. Oppressive systems have long been aware and afraid of their power. Many comedians and satirists worldwide have either been jailed or even murdered by tyrannical politicians who found legal means to criminalize humor. Youssef himself is still working as a stand-up comic but is currently in exile. Humor, as a crucial tool in shaping perception and influencing public discourse, cannot be understated.

We have yet to see whether someone would be held accountable for the logo fiasco. Based on how similar cases have been handled, it is likely that a scapegoat will be identified while the real culprits will go unpunished. However, those in power should know that we will never tire of calling them out and demanding good governance. Our memes are ready and waiting.

eleanor@shetalksasia.com