Abstract In recent years, with the advancement of globalization, interactions among countries have become increasingly frequent, and talk show television programs have gained growing popularity among the general public. A prominent feature of talk shows is their ability to bring humor and joy to audiences. However, individuals from non-native language backgrounds often encounter difficulties in understanding talk shows. While the live audience may burst into laughter, viewers watching the video may find themselves confused and at a loss. Therefore, this study collected 50 English talk show clips, and 50 Chinese talk show clips, aiming to analyze the factors influencing the comprehension difficulties of humor in different languages from the perspective of cross-cultural rhetoric. Based on Kenneth Burke’s rhetorical theory, the research identifies the primary factors affecting cross-cultural language understanding in different countries as differences in social systems and norms, differences in social cognition and values, and differences in social culture. The cross-cultural rhetorical phenomena in talk shows further corroborate the impact of these factors on the comprehension of humor in different languages. Surprisingly, however, the comprehension of humor in different languages can facilitate an understanding of cross-cultural humor through global cultural exchanges and interactions. This study highlights the influence of cross-cultural rhetoric on the appreciation and understanding of humor in talk shows, providing valuable insights for future research in cross-cultural rhetoric and humor studies.
Zhou et al. (Tue,) studied this question.