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

2. 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)

3. 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.

4. 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

5. Disparagement
Sarah Mania! Sarah Palin’s Greatest Hits by liberal online blogger Josh Marshall (about 7 million hits)

6. Incongruity The Landlord with Will Ferrell
(on Funnyordie.com) (91,000,000+ hits)
ferrell-and-adam-ghost-panther-mckay

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

8. Social Currency
Jib Jab (with School of Communication faculty and staff)
Irish Step Dancing:
Unnecessary Force:

9. 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.

10. Multis Incongruity + Social Currency?
The One Semester of Spanish Spanish Love Song (“Clevelander” Mike Polk; 2007; 9.7 million hits)

11. END