Laughing ‘With’ vs. ‘At’: Exploring Emotional Bonds in Media Strategies

Abstract

This study examines the role of laughter in media strategies. The aim is to distinguish between laughter shared ‘with’ the audience and laughter directed ‘at’ the audience. The research briefly traces the historical evolution of laughter from a repressed and morally criticised expression to a symbol of wealth and empowerment, a transformation facilitated by media diffusion. The subsequent analysis, based on the Portuguese context, seems to indicate a current tendency towards a more empathetic, lighter, and more visibly expressive form of laughter that transcends boundaries such as age, education, and social status, thus fostering a deeper connection with the audience. This study underlines the profound impact of laughter on audience engagement and highlights the central role of communal laughter—laughing ‘with’ the audience—in contemporary media communication. In conclusion, the findings suggest that a more empathetic and less critical approach to audience behaviour through laughter has the potential to attract larger audiences. Indirectly, this emerging trend may be indicative of a growing reluctance among members of contemporary society to tolerate ideas or perspectives contrary to their own.