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This research seeks to understand the effect of ironically homophobic humor, or “meta-homophobic” humor, on public opinion vis-à-vis sexual orientation in America. Meta-homophobic jokes are part of the larger construct of meta-disparagement humor, or jokes that explicitly target a minority while implicitly ridiculing those who would laugh at the joke at face value. Through the use of irony, an implicit bigot is summoned as the true joke target, thereby deflecting responsibility for the politically incorrect content. But at an explicit level, these jokes are offensive perpetuations of stereotypes. Thus, while meta-disparagement humor purports to undermine stereotypes, it may in fact reinforce and perpetuate them. This study focuses on meta-homophobic humor and its effects.

Building from the humor literature to theoretically motivate this concept, this work is also informed by the stereotyping / prejudice literatures. Especially informative is preading activation theory, which posits that “a stimulus may prime constructs that are linked in memory to the one specifically targeted” (Valentino, 1999; p. 299). Further, Amodio et al. (2004) found that the neural mechanisms involved with stereotypes are activated especially quickly when the bias is not purposeful and therefore does not trigger critical processing. In the context of meta-disparagement humor, spreading activation theory suggests that humor – which itself decreases critical processing – that explicitly targets a minority could activate other stereotypes about this group, thereby undermining the satiric intent. We therefore hypothesize that participants low in baseline homophobia exposed to directly homophobic jokes will demonstrate lower levels of stereotype application compared to participants high in homophobia, while stereotype application will be equal regardless of baseline racism in the meta-racist condition. A laboratory experiment tests these hypotheses by exposing participants to meta-homophobic homophobic, or neutral comedy clips and measures stereotype activation by gauging public opinion vis-a-vis gay rights. Previous research on this type of humor that targets other groups (e.g. women, blacks) yielded significant results. Results for the present study will be ready in advance of the paper deadline.

This research fits the “Cities, Creativity, Connectivity” theme of the conference. The general call for papers notes, “the memories we excavate are reminders of pasts we long for, as in nostalgia, or events we would wish to forget, in moving ahead towards a more captivating future.” Meta-disparagement humor appears to serve both functions, as it at once harkens back to earlier, open discrimination while also, through the use of irony, attempting move past this same prejudice. As a symptom of post-political correctness, understanding meta-disparagement and its effects will offer an inroad into understanding the current social, political, and popular culture, tying to the idea that cities and their actors “have attempted to overcome the historical and contemporary ruptures through creative acts and enactments.” This research fits specifically with the political communication section as it is interested in the effect of this type of humor on public opinion, while also speaking to the discussion’s interest in methodologies, as we employ the experiments, a relatively rare methodology in the field.