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Expanding Perceptions of African-Americans’ Political Habits: A Study of Expectancy Violation Theory and Humor

Walther, Whitney O.
http://rave.ohiolink.edu/etdc/view?acc_num=osu1307389762

Abstract Details

2011, Master of Arts, Ohio State University, Communication.
This research effort uses Expectancy Violation Theory (EVT) (Burgoon, 1976) to explore the influence of humorous mass media messages on viewer perceptions of African-Americans’ political affiliations and behaviors. Initiated through existing work on parasocial relationships (Cohen, 2010) and advanced through the use of Semantic-Script Theory of Humor (SSH) (Raskin, 1985) in this thesis, EVT is established as a distinct and appropriate theory suitable for the study of mass communication influence. This study investigates the effects of EVT when the source is a member of a minority group (i.e., African-Americans) who violates an expectation in relation to an assumed political ideology. In order to violate expectancies, an experimental design offers a single message that is presented by either a conservative African-American comedian or a conservative white comedian (the control). Perceptions of African-American voting habits, assumptions concerning the political affiliations of African-Americans, cognitive engagement, source evaluations, and the perceived humor of the message are examined. Participants in the African-American comedian group are posited to shift toward seeing African-Americans as more diverse in their voting habits and political identification. This same group is also expected to find the message more humorous, have more thoughts and counterarguments relative to the message, and rate the source of the message more favorably than those in the control condition. Results show that individuals find expectancy violations humorous, and sources of these messages more credible. Political ideology is also explored for its main effects on the dependent variables of interest and as a moderator of the stimulus manipulation.
Robert L. Holbert (Advisor)
Michelle Ortiz (Committee Member)
64 p.
Communication
Expectancy Violation Theory; Humor; Semantic Script Theory of Humor; African-American voting c

Recommended Citations

Citations

  • Walther, W. O. (2011). Expanding Perceptions of African-Americans’ Political Habits: A Study of Expectancy Violation Theory and Humor [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1307389762

    APA Style (7th edition)

  • Walther, Whitney. Expanding Perceptions of African-Americans’ Political Habits: A Study of Expectancy Violation Theory and Humor. 2011. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1307389762.

    MLA Style (8th edition)

  • Walther, Whitney. "Expanding Perceptions of African-Americans’ Political Habits: A Study of Expectancy Violation Theory and Humor." Master's thesis, Ohio State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=osu1307389762

    Chicago Manual of Style (17th edition)

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© 2011, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.