Abstract
This multi-experiment study builds upon extant political entertainment theory, testing whether satire type (horatian versus juvenalian) cues varying processing mechanisms (message discounting versus resource allocation), and if consequential differences to argument scrutiny levels or message persuasiveness result. Using novel stimuli (e.g., animated cartoons, study one) and real-world late-night political satire (The Daily Show and The Colbert Report, study two), results suggest that satire type was a key antecedent in political humor message processing. Additionally, the varying mechanisms had differential effects on political argument scrutiny levels and message persuasiveness.
Notes
1The data were gathered under strict human subjects protocols in accordance with University of Minnesota, Internal Review Board, 2010-3-9.
2See http://www.youtube.com/watch?v=s-Cn2PZUnda for an example of the horatian video (3 videos edited to approximately 5 minutes).
3An example of the juvenalian video can be found at http://www.youtube.com/watch?v=Jng4TnKqy6A (approximately 5 minutes).
4The control video is available at http://www.youtube.com/watch?v=nLvgI_RuGMI (approximately 4.5 minutes).
5See http://www.thedailyshow.com/watch/thu-june-28-2012/roberts--rules-of-order for an unedited copy of the horatian stimulus.
6See http://www.colbertnation.com/the-colbert-report-videos/416048/june-28-2012/obamacare---the-broccoli-argument for an unedited copy of the juvenalian stimulus.
7 http://www.metacafe.com/watch/hl60090017/the_tonight_show_with_jay_leno_iconic_green_screen_part_1_season_20/) for an unedited copy of the control stimulus.