Humor Works in Funny Ways: Examining Satirical Tone as a Key Determinant in Political Humor Message Processing

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.

Additional information

Notes on contributors

Heather L. LaMarre

Heather LaMarre (Ph.D., The Ohio State University, 2009) is an Assistant Professor in the School of Media and Communication at Temple University. Her research interests include political communication, public opinion, and the psychology of strategic policy narratives.

Kristen D. Landreville

Kristen D. Landreville (Ph.D., The Ohio State University, 2010) is an Assistant Professor in the Department of Communication & Journalism at the University of Wyoming. Her research interests include political communication, entertainment media, public opinion, and new media.

Dannagal Young

Dannagal Young (Ph.D., University of Pennsylvania, 2007) is an Assistant Professor in the Department of Communication at the University of Delaware. Her research interests include political media effects, public opinion, political satire and the psychology of political humor.

Nathan Gilkerson

Nathan Gilkerson (Ph.D., University of Minnesota, 2012) is an Assistant Professor in the Diederich College of Communication at Marquette University. His research interests include strategic communication, public relations, and political humor.