1. THE SENSES OF HUMOR Kimberly A. Neuendorf, Ph.D. Paul D. Skalski, Ph.D. & Others

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.*  Individual 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 (6 million hits) http://www.youtube.com/watch?v=NrzXLYA_e6E

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

7. Arousal “Ow My Balls” from the film Idiocracy (2006) http://www.youtube.com/watch?v=wAg1r6zw7Bg

8. Social Currency  Jib Jab  Irish Step Dancing: http://sendables.jibjab.com/view/5WsrwJRLb1fXmmvd http://sendables.jibjab.com/view/5WsrwJRLb1fXmmvd  Unnecessary Force: http://sendables.jibjab.com/view/HZdw0QqHKJoPogmd http://sendables.jibjab.com/view/HZdw0QqHKJoPogmd

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; 9 million hits)  http://www.youtube.com/watch?v=ngRq82c8Baw http://www.youtube.com/watch?v=ngRq82c8Baw

11. END