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Humour 2.0: Styles and Types of Humour and Virality of Memes on Facebook

by Viriya Taecharungroj; Pitchanut Nueangjamnong

Title:

Humour 2.0: Styles and Types of Humour and Virality of Memes on Facebook

Author(s):

Viriya Taecharungroj
Pitchanut Nueangjamnong

Issued date:

2015

Citation:

Journal of Creative Communications 10(3), November 2015, 288-302

Abstract:

This research analyzes the communication process of humorous memes in the most vibrant online phenomenon, Facebook. Through quantitative and qualitative content analysis of 1,000 memes shared on a Facebook page, this research tests the effect of various styles and types of humour on the virality of memes. Self-defeating is the most effective style of humour although it is not the most frequently used. By applying the typology used in the context of broadcast and print media, this study shows that although sarcasm and silliness are the two most prevalent types of humour used in Internet memes, no obvious differences can be observed in the effects of seven types of humour—comparison, personification, exaggeration, pun, sarcasm, silliness and surprise—on virality. Nevertheless, the authors develop the framework for humorous memes in social media communications by combining established communication models with the concepts and theories of humour and virality. The findings of this research may benefit practitioners who are involved in humour communications on social media. The framework and insights on the styles and types of humour in social media memes may also be helpful for researchers aiming to further explore the relevant topics.

Keyword(s):

Memes
Facebook
Humour
Viral marketing
Social media

Resource type:

Article

Extent:

15 pages

Type:

Text

File type:

application/pdf

Language:

eng

Rights holder(s):

Viriya Taecharungroj
Pitchanut Nueangjamnong

URI:

http://repository.au.edu/handle/6623004553/20878
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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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