Laughing at Risk: Sitcom Laugh Tracks Communicate Norms for Behavior

Abstract

The role that sitcom laugh tracks play in the communication of social norms was investigated. Participants (n = 112) were exposed to a sitcom narrative in which reckless driving behaviors were exhibited, or a control narrative. One half of the participants viewed a clip with laugh track present, and the other half viewed a clip with the laugh track edited out. Results indicate that laugh tracks do communicate information about what kinds of driving behavior is normative in the target driving clip condition. Specifically, the accessibility of risky driving injunctive norms was influenced by the laugh track and scenario manipulation. This effect was moderated by identification with the character who exhibited reckless behavior. Accessibility of risky driving norms then predicted attitudes, descriptive norms, and behavioral intentions regarding risky driving. The implication of the results is that media narratives can communicate norms for behavior through the laugh track in a sitcom.