Uses and Purposes of Humor in Televised Presidential
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SERIOUSLY FUNNY: A LOOK AT HUMOR IN TELEVISED PRESIDENTIAL DEBATES A Dissertation Presented to the Faculty of the Graduate School University of Missouri-Columbia In Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy by DAVID MICHAEL RHEA Dr. William Benoit, Dissertation Supervisor DECEMBER 2007 The undersigned, appointed by the Dean of the Graduate School, have examined the dissertation entitled SERIOUSLY FUNNY: A LOOK AT HUMOR IN TELEVISED PRESIDENTIAL DEBATES Presented by David M. Rhea A candidate for the degree of Doctor of Philosophy And hereby certify that in their opinion it is worthy of acceptance. Professor William L. Benoit Professor Michael Kramer Professor Jon Hess Professor Glenn Leshner Professor John Petrocik ACKNOWLEDGEMENTS If it takes a village to raise a child, then I think it must also take a village to finish a dissertation and make a graduate student into a professor. There are many to thank but it starts at the top with Jesus. Thank you for being my Lord and Savior and providing me with the talent I did not know was there to complete a project like this and to be a solid teacher. Mom and dad, thanks for a chance at life helping me to be who I am. To Bill Benoit…what can I say, you are simply the best. Thanks for stepping up when I was facing awkward situation as my previous advisor left Missouri for a time. Thank you for all your comments and your patience throughout. Thanks for your feedback and helping me take a good idea and turning into a great paper. To the committee thank you for your questions and comments during our meetings together. I really appreciate all you did to make a good paper even stronger. To my coders Leslie Rill, Corey Davis, and Jack Smith: thanks for your time and effort coding. This project does not get done without you and I hope you had a good laugh watching all the debates. In addition to everyone that worked on the project, there group of friends that lifted me up and encouraged me throughout to thank. Jack and Francie Smith: you are like family to me. Thank you for helping me not to procrastinate, your suggestions, and listening to me talk ad nauseam about the paper. Kara Kam in Hawaii, thank you for all your encouragement. You have been with me for both degrees and your wisdom has been instrumental in helping to navigate through graduate school. The same can be said for Laura Triplett thanks for your encouragement and friendship throughout both degrees. Thanks also the church family at Fairview Road church of Christ in Columbia, MO. Thanks for being a family to me in Columbia: your warmth, friends, help to keep my ii focus on Christ was tremendous. Special thanks for encouragement for encouragement and friendship from church members including Eric Wilson, Abby Laurel Bell, Betsy Bledsoe, and Sarah Herrera. Lastly, a very special thanks goes to my undergraduate adviser Dr. Rick Rowland. Rick was the first person that saw I might have a gift for teaching. When I realized it for myself Rick was great in helping me to nurture my education and put me on a track to get through graduate school and become a professor. He gave me a chance to work on some research projects for the Pepperdine speech laboratory as an undergrad and develop my potential for doing research. Moreover, Rick did all this with helping me to focus on Christ as the central focus of my work and potential. Rick has also played a big role in my interest and passion for campus ministry and serving college students. I would most likely have a completely different makeup as a person were it not for Rick‟s place in my life and for that I am very grateful to Rick and to God. iii TABLE OF CONTENTS ACKNOWLEDGEMENTS ................................................................................................ ii LIST OF TABLES .............................................................................................................. x ABSTRACT ....................................................................................................................... xi CHAPTER ONE: INTRODUCTION ..................................................................................1 Justification for the Study .............................................................................................2 A Significant Campaign Communication ............................................................................2 Humor is Unexpected and Memorable ................................................................................4 Humor Impacts Candidates ..................................................................................................5 Humor and Candidate Perception in Debates ......................................................................6 Inaccurate reporting .............................................................................................................7 Conclusion ...........................................................................................................................8 CHAPTER TWO: LITERATURE REVIEW ......................................................................9 Presidential Debate Research .......................................................................................9 Debate Verbal Content .............................................................................................9 Functional Theory ..............................................................................................10 Clash strategies ..................................................................................................11 Incumbent and challenger strategies ..................................................................13 Debate style ........................................................................................................15 Questions............................................................................................................16 Media Coverage of Debates ...............................................................................................18 Debate as a story ...............................................................................................19 Content of debate news stories .........................................................................20 iv News verdicts ....................................................................................................23 Post-debate commentary ...................................................................................24 Humor Research .........................................................................................................25 Defining Humor .....................................................................................................26 Techniques of humor ........................................................................................27 Theories of Humor .................................................................................................29 Relief theory......................................................................................................30 Incongruity theory .............................................................................................31 Superiority theory .............................................................................................32 Effects of Humor......................................................................................................33 Credibility .........................................................................................................34 Persuasiveness...................................................................................................34 Political learning and participation ...................................................................35 Uses of Humor in Political Campaigns ..................................................................37 Speeches ............................................................................................................38 Entertainment talk shows .......................................................................................40 Political cartoons ...............................................................................................42 Vice presidential debates ..................................................................................44 New Contribution to the Discipline .......................................................................45 Conclusion .............................................................................................................47 Research Questions .....................................................................................................47 CHAPTER THREE: METHOD ........................................................................................57 Content Analysis ........................................................................................................57 v Defining Relevant Content ....................................................................................57 Study Design ..........................................................................................................57 Samples Analyzed ..................................................................................................58 U.S. presidential debates ...................................................................................58 Newspaper coverage of debates ........................................................................59 Unitizing Data ........................................................................................................60