The Affect Effect of Political Satire: Sarcastic Humor, Negative Emotions, and Political Participation

Abstract

Building on the Orientation-Stimulus-Orientation-Response (O-S-O-R) framework, the current study proposes a mediation model wherein negative emotions serve as a second O. An online experiment using a representative sample demonstrated that consuming sarcastic political humor can indirectly increase the likelihood of political participation by eliciting negative emotions toward a government policy. In addition, we introduced education as a first O, illustrating that the indirect mobilizing effect of the viewing of sarcastic humor through negative emotions is stronger for political sophisticates. The proposed model suggests avenues for exploring the role of emerging media genres that are presumably less enlightening yet are more emotionally provocative.