Adding Nuance to the Study of Political Humor Effects: Experimental Research on Juvenalian Satire Versus Horatian Satire
- 14 January 2011
- journal article
- other
- Published by SAGE Publications in American Behavioral Scientist
- Vol. 55 (3), 187-211
- https://doi.org/10.1177/0002764210392156
Abstract
This study extends political humor effects research by focusing on two distinct types of satire, juvenalian and horatian. Theoretical arguments grounded in the elaboration likelihood model culminated in the positing of a series of interactions between message (juvenalian, horatian, traditional opinion-editorial) and recipient ability (high, low) relative to three outcome variables: perceived humor, counterarguing, and attitudes concerning Hillary Clinton’s universal health care plan. An experiment was conducted during the 2008 Democratic primary election. The Message × Ability interactions revealed a need to step beyond the study of satire as monolithic; different types of satire produce divergent effects depending on the ability of the audience member. Future lines of research and the need for additional theory building are discussed.Keywords
This publication has 38 references indexed in Scilit:
- Empirical Intersections in Communication Research: Replication, Multiple Quantitative Methods, and Bridging the Quantitative-Qualitative DivideJournal of Communication, 2008
- What's Funny and What's Not: The Moderating Role of Cultural Orientation in Ad HumorJournal of Advertising, 2008
- The Privileged Role of the Late-Night Joke: Exploring Humor's Role in Disrupting Argument ScrutinyMedia Psychology, 2008
- Humor on the Next FrontierSocial Science Computer Review, 2007
- No Joke: A Comparison of Substance inThe Daily Show withJon Stewartand Broadcast Network Television Coverage of the 2004 Presidential Election CampaignJournal of Broadcasting & Electronic Media, 2007
- The Use of Humor to Mask Deceptive Advertising: It's No Laughing MatterJournal of Advertising, 2007
- All Joking Aside: A Serious Investigation into the Persuasive Effect of Funny Social Issue MessagesCommunication Monographs, 2007
- Political Implications of Prime-Time Drama and Sitcom Use: Genres of Representation and Opinions Concerning Women's RightsJournal of Communication, 2003
- The SimpsonsPolitical Theory, 1999
- The Horatian Satire of Trudeau's DoonesburyThe Journal of Popular Culture, 1983