Humour 2.0: Styles and Types of Humour and Virality of Memes on Facebook:

TLDR: In this paper, the authors analyzed the communication process of humorous memes in the most vibrant online phenomenon, Facebook, through quantitative and qualitative content analysis of 1,000 memes shared on a Facebook page, and tested the effect of various styles and types of humour on the virality of memes.

Abstract: This research analyzes the communication process of humorous memes in the most vibrant online phenomenon, Facebook. Through quantitative and qualitative content analysis of 1,000 memes shared on a Facebook page, this research tests the effect of various styles and types of humour on the virality of memes. Self-defeating is the most effective style of humour although it is not the most frequently used. By applying the typology used in the context of broadcast and print media, this study shows that although sarcasm and silliness are the two most prevalent types of humour used in Internet memes, no obvious differences can be observed in the effects of seven types of humour—comparison, personification, exaggeration, pun, sarcasm, silliness and surprise—on virality. Nevertheless, the authors develop the framework for humorous memes in social media communications by combining established communication models with the concepts and theories of humour and virality. The findings of this research may benefit practit...