THE SENSES OF HUMORTHE SENSES OF HUMOR

Kimberly A. Neuendorf, Ph.D.Paul D. Skalski, Ph.D.& Others

Four Distinct Humor Mechanisms

Disparagement: Humor is seen as originating in malice, and a sense of superiority

over others (Freud, 1960; Hobbes, 1651/1981; Zillmann & Bryant, 1980)

Incongruity: The juxtaposition of inconsistent or unexpected elements produces

a cognitive thrill (Schopenhauer as cite in Martin, 2007; Koestler, 1964)

Arousal/Dark: Humor is apprehended via physiological arousal rising to an

extreme level, or via a release of pent-up tension (Spencer, 1860; Berlyne, 1972)

Social Currency: The achievement of a sense of group belonging might accompany

playful interaction or a sharing of insider knowledge (Chapman, 1983; Dundes, 1987; Pollio, 1983)

Four Distinct Humor Mechanisms

Disparagement: What do you call a man with half a brain?

Gifted. Incongruity:

What's the difference between roast beef and pea soup? Anyone can roast beef.

Arousal/Dark: Why do Scotsmen wear kilts?

So the sheep won't hear the zipper. Social Currency:

What's the difference between a new husband and a new dog? After a year, the dog is still excited to see you.

The “Senses of Humor” Perspective (Neuendorf et al.)

Each individual has preferences across various humor mechanisms—this profile may be unidimensional or multidimensional.*

The individual will seek media content that potentially matches their profile.*

Media content that has potential for multiple humor mechanisms will be more successful.*

Individual with common senses of humor profiles will be more compatible.

* - Confirmed in past studies by authors

Disparagement

Sarah Mania! Sarah Palin’s Greatest Hitsby liberal online blogger Josh Marshall(6 million hits)

http://www.youtube.com/watch?v=NrzXLYA_e6E

Incongruity

The Landlord with Will Ferrell (on Funnyordie.com) (81,000,000+ hits)

http://www.funnyordie.com/videos/74/the-landlord-from-will-ferrell-and-adam-ghost-panther-mckay

Arousal

“Ow My Balls” from the film Idiocracy (2006)

http://www.youtube.com/watch?v=wAg1r6zw7Bg

Social Currency

Jib Jab

Irish Step Dancing:http://sendables.jibjab.com/view/5WsrwJRLb1fXmmvd

Unnecessary Force:http://sendables.jibjab.com/view/HZdw0QqHKJoPogmd

Multis

Disparagement + (Verbal) Incongruity:

1. What’s the difference between Florida and yogurt?

Yogurt has an active culture.

2. So, two blondes walk into a building. You’d think one of them would have

seen it.

Multis

Incongruity + Social Currency?

The One Semester of Spanish Spanish Love Song (Clevelander Mike Polk; 8.2 million hits) http://www.youtube.com/watch?

v=ngRq82c8Baw

Viral YouTube Videos

Judson Laipply (Evolution of Dance) (260 million hits)

http://www.youtube.com/watch?v=dMH0bHeiRNg Liam Kyle Sullivan (Muffins, Shoes)

Shoes—One of YouTube’s first viral videos (53 million hits) http://www.youtube.com/watch?

v=wCF3ywukQYA&feature=related Muffins—Decidedly amateur-quality video (21

million hits) http://www.youtube.com/watch?v=1tcR19y7GPM

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