Beating Others to the Punch: Exploring the Influence of Self-Deprecating Humor on Source Perceptions through Expectancy Violations Theory Master’s Thesis Presented in Partial Fulfillment of the Requirements for the Degree Master of Communication in the Graduate School of The Ohio State University By Sarah E. Esralew, B.A. Graduate Program in Communication The Ohio State University 2012 Thesis Committee: Associate Professor R. Lance Holbert, Advisor Assistant Professor Ray Pingree Copyrighted by Sarah Ellen Esralew 2012 ! Abstract This research examines the influence of self-deprecating humor when used by a politician. Although there are many examples of politicians employing self-deprecating humor, there is a dearth of empirical research that has explored the persuasive effects of this tactic (c.f., Bippus, 2007; Stewart, 2011; Purzycki, 2011; Becker, in press). This study investigates the effects of these humorous messages with firm grounding in Expectancy Violations Theory (Burgoon, 1978). Politicians usually seek to enhance their own credentials while dismissing those of their opponent (Benoit, Pier, & Blaney, 1997). Thus, the inherent disconnect in a politician offering self-critical messages is a ripe context for the exploration of expectancy violation effects. This study employed a two- condition (non self-deprecating humor vs. self-deprecating humor) between-subjects pre- post experimental design in order to assess the influence of exposure to humorous self- deprecating measures on perceptions of source and evaluations of policy. It is hypothesized that exposure to President Barack Obama offering humorous self- deprecating commentary will influence subjects to see him as both more similar to themselves and more aware of himself, which in turn will lead to more positive evaluations of a policy championed by Obama. Results show that expectancy violations mediate the relationship between self-deprecating humor and perceived humor. Perceived humor has a strong and significant effect on evaluations of source and policy. "" ! ! Acknowledgements Translating my gratitude into words is a challenging task, because I have so many thanks to give. I have been surrounded by a network of caring, supportive, and inspiring people, and for that I feel fortunate. I would like to acknowledge these incredibly special people here. My advisor Lance Holbert has worn many hats these past two years: Mentor, teacher, coach, cheerleader, therapist, and friend. The enthusiasm with which he has approached these roles has been nothing short of inspiring. I have grown as a scholar and person under his tutelage. Also, a very special thanks to my committee member Ray Pingree, who is another model of the type of scholar I would like to be. He is not afraid to ask big questions and pursue research that provides compelling and important answers. I would like to thank my boyfriend Kyle Hutson, who has been so encouraging during this process (all while patiently enduring my analytical monologues regarding communication theory). Finally, a list of thank you’s would never be complete without acknowledging my parents, Lucy and Bernie. They are some of the most kind-hearted, intellectually curious, and wonderfully silly people one could ever hope to meet. I would never be where I am today without their love and support. """ ! ! Vita January, 2010..............Bachelor of Art in Communication, University of Delaware June, 2012............................Master of Communication, The Ohio State University Publications Young, D. G. & Esralew, S. (2011). Jon Stewart a heretic? Surely you jest: Political participation and discussion among viewers of late-night comedy programming, In A. Amarasinga (Ed). Perspectives on Fake News: The Social Significance of Jon Stewart and Stephen Colbert. Jefferson, NC: McFarland and Co. Publishers. Fields of Study Major Field: Communication "# ! ! Table of Contents Abstract...............................................................................................................................ii Acknowledgements............................................................................................................iii Vita......................................................................................................................................iv List of Tables......................................................................................................................vi List of Figures...................................................................................................................viii Chapter 1: Introduction and Literature Review.................................................................01 Chapter 2: Method.............................................................................................................28 Chapter 3: Results..............................................................................................................40 Chapter 4: Discussion........................................................................................................55 References.........................................................................................................................69 Appendix A: Pre- and Post-Test Questionnaires...............................................................79 Appendix B: Stimuli Script................................................................................................94 # ! ! List of Tables Table 1. OLS Regression Results: Effects of Condition on Source Similarity.................40 Table 2. OLS Regression Results: Predicting Policy Evaluations.....................................41 Table 3. PROCESS test of Indirect Effect of Source Similarity........................................41 Table 4. OLS Regression Results: Effects of Interaction Between Condition and Political Disposition on Source Similarity.......................................................................................42 Table 5. OLS Regression Results: Effects of Interaction Between Source Similarity and Attitude Toward Leaders “Like Me” on Policy Evaluations.............................................43 Table 6. OLS Regression Results: Effects of Condition on Source Self-awareness.........44 Table 7. PROCESS test of Indirect Effect of Source Self-awareness...............................44 Table 8. OLS Regression Results: Effects of Interaction Between Condition and Attitude Toward Self-Critical Leadership Style on Source Self-awareness...................................45 Table 9. OLS Regression Results: Effects of Condition on Expectancy Violation..........47 Table 10. OLS Regression Results: Predicting Perceived Humor....................................47 Table 11. PROCESS test of Indirect Effect of Expectancy Violations.............................48 Table 12. OLS Regression Results: Effects of Perceived Humor on Source Similarity...49 Table 13. OLS Regression Results: Effects of Perceived Humor on Source Self- awareness...........................................................................................................................49 Table 14. OLS Regression Results: Predicting Policy Evaluations...................................50 Table 15. PROCESS test of Indirect Effect of Source Similarity.....................................50 #" ! ! Table 16. PROCESS test of Indirect Effect of Source Self-awareness.............................51 Table 17. OLS Regression Results: Interaction Between Perceived Humor and Political Disposition on Perceptions of Source Similarity..............................................................52 Table 18. OLS Regression Results: Interaction Between Source Similarity and Attitude Toward Leaders “Like Me” on Policy Evaluations..........................................................53 Table 19. OLS Regression Results: Interaction Between Perceived Humor and Perceptions of Self-critical leadership on Perceptions of Source Self-awareness.............54 #"" ! ! List of Figures Figure 1. Proposed Theoretical Model..............................................................................27 Figure 2. Revised Theoretical Model................................................................................46 Figure 3. Triangle of Self-deprecating Humor and Linear Process of Message Effects...57 #""" ! ! Chapter 1: Introduction and Literature Review Abraham Lincoln once said, "If I had two faces, do you think this is the one I’d be wearing?” This was probably not the first time a political figure used self-deprecating humor, and it most certainly was not the last. The White House Correspondents’ dinner, an annual tradition since 1920, is an evening of entertainment in which members of the executive and legislative estates of government and the press take part. In its more recent history, comedians are often the featured speakers of this event (e.g. Conan O’ Brien, Darrel Hammond, Stephen Colbert), taking jabs at the president and his administration. The sitting president follows suit, often offering self-deprecating commentary. Such was the case during the 2000 Correspondents’ dinner, when Bill Clinton starred in a short documentary, President Clinton: Final Days, which featured the former President bored and lonely in the final days of his presidency, searching for activities to occupy his time, including packing a lunch for busy wife Hillary. Self-deprecation, as it is generally understood, is the act of belittling oneself. In psychology literature, self-deprecation is conceptually linked to feelings