The viral water cooler: talking about political satire promotes further political discussion

Jeong, Min Seon, Long, Jacob A. and Lavis, Simon (2022) The viral water cooler: talking about political satire promotes further political discussion. Mass Communication and Society. pp. 1-25. ISSN 1532-7825

[img] Text
The viral water cooler.pdf - Accepted Version
Restricted to Repository staff only until 19 August 2024.

Download (430kB)


Much effort has been devoted into understanding the participatory outcomes of political satire. Despite the increased impact of social media in disseminating political information online, however, researchers have not yet examined the potential role of social media in the relationship between political satire consumption and political communication processes. This study uses a three-wave panel survey to test the effects of both viewing political satire (intentionally) and incidental exposure (via shared content on social media) to political satire on political discussion, mediated by the viewers’ conversation about the content of political satire. This study also examines how Affinity for Political Humor (AFPH), specifically its social cohesion dimension, moderates those relationships. Results demonstrate that regardless of whether the exposure was incidental via social media or not, exposure to political satire increased political discussion, mediated by conversation about political satire. This indirect effect differed by individuals’ level of AFPH. These results indicate that viewing political satire, even when it is incidental, can make people more likely to talk about the content of the satire programs, which in turn can promote their political discussion in general. This effect was found to be more prominent among those who score high on AFPH.

Item Type: Article
Additional Information: political satire, political humor, Affinity for Political Humor, AFPH
Uncontrolled Keywords: Communication
Subjects: J Political Science > JA Political science (General)
Divisions: Other Departments (Central units) > Academic & Student Services > Learning Services
SWORD Depositor: Pub Router
Depositing User: Pub Router
Date Deposited: 01 Feb 2023 13:53
Last Modified: 01 Feb 2023 13:55

Actions (login required)

View Item View Item


Downloads per month over past year