Title

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

Document Type

Article

Language

eng

Format of Original

24 p.

Publication Date

2014

Publisher

Taylor & Francis

Source Publication

Mass Communication and Society

Source ISSN

1520-5436

Original Item ID

doi: 10.1080/15205436.2014.891137

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.

Comments

Mass Communication and Society, Vol. 17, No. 3 (2014): 400-423. DOI.