A funny matter: Toward a framework for understanding the function of comedy in social change

Despite its cultural reach and influence, comedy may not be well-understood in communication and public engagement efforts for social justice challenges. Research about comedy’s influence in social issues exists across disciplines and lacks common language. This article creates a practical framework toward the understanding of mediated comedy in social change communication by presenting a typology of distinct formats of comedy – scripted entertainment, satire news, humorous ads, and stand-up comedy – and synthesizing multidisciplinary scholarship that deals with the role of comedy in audience understanding of civic and social issues. The resulting framework for comedy’s influence in social justice includes: attracting attention, persuasion, offering a way into complex issues, dissolving social barriers, and encouraging message sharing. Implications for leveraging comedy in social change public engagement efforts, as well as directions for future innovation and research, are discussed.