Kimberly A. Neuendorf, Ph.D. Paul D. Skalski, Ph.D. & Others the Senses of Humor

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 cited 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.* Individuals with common senses of humor profiles will be more compatible. * - Confirmed in past studies by authors

Disparagement Sarah Mania! Sarah Palin’s Greatest Hits by liberal online blogger Josh Marshall (about 7 million hits) http://www.youtube.com/watch?v=NrzXLYA_e6E

Incongruity The Landlord with Will Ferrell (on Funnyordie.com) (91,000,000+ 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 (with School of Communication faculty and staff) 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; 2007; 9.7 million hits) http://www.youtube.com/watch?v=ngRq82c8Baw

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