ERIC ED370596: Decoding Photocopy Humor.

20 Pages·1993·0.85 MB·English

by  ERIC

DOCUMENT RESUME
ED 370 596
IR 055 049
AUTHOR
Kerns, Dan
TITLE
Decoding Photocopy Humor.
PUB DATE
93
NOTE
20p.; In: Visual Literacy in the Digital Age:
Selected Readings from the Annual Conference of the
International Visual Literacy Association (25th,
Rochester, New York, October 13-17, 1993); see IR 055
055.
PUB TYPE
Reports
Evaluative/Feasibility (142) --
Speeches/Conference Papers (150)
EDRS PRICE
MF01/PC01 Plus Postage.
DESCRIPTORS
Age Differences; Cartoons; Coding; Cultural Images;
*Ethnic Stereotypes; *Humor; Labeling (of Persons);
Mass Media; *Popular Culture; *Reprography; Research
Needs; *Sex Stereotypes; Social Bias; Social
Problems; Socioeconomic Status; Visual Literacy
IDENTIFIERS
Examples; Politically Correct Communication
ABSTRACT
Photocopy humor is defined as any facsimile,
photocopy, or wire-copy line drawing, iconography, or textual
material that was drawn or written for distribution to
a larger
select audience using the available technology to disperse material
intended to be humorous. Professional humor is excluded from this
consideration. The content of photocopy humor gives insight into the
individuals who create and share it and into the society that
inspires it. Photocopy humor usually narrows in
on stereotypical
aspects of subjects, such as ethnic heritage, gender,
age, and
socioeconomic status, as a sample of 355 examples of photocopy humor
confirms. The prevalence of photocopy humor indicates that it is
indeed a form of mass media, one that merits further research.
Implications of research to date are that education is the key to
debunking the stereotypes and myths that
are common commodities in
photocopy humor. Four exhibits present examples of photocopy humor.
(Contains 25 references.) (SLD)
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Reproductions supplied by EDRS are the best that
can be made
from the original document.
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Points of view ry opnions stated in this &Cu.
mint do not MCOSSIlfdy teptatent official
OERI position or policy
Decoding Photocopy Humor
by Dan Kerns
Northern Illinois University
2124 W. Clarke Avenue
Peoria, IL 61604
"PERMISSION TO REPRODUCE THIS
MATERIAL HAS BEEN GRANTED BY
Alice Walker
2
TO THE EDUCATIONAL RESOURCES
INFORMATION CENTER (ERIC).".
BEST COPY AVAILABLE
Decoding Photocopy Humor
Dan Kerns
was drawn or written for distribution to a
Images and interpretations may have a life
of their own long after we have forgotten
larger select audience using the available
how they originated.
technology of the period to disperse mate-
Robert McCormick Adams,
rial intended for humor. The use of the term
Smithsonian
photocopy humor intentionally excludes
1991
professionally produced cartoon and humor
INTRODUCTION
books and material& Although some items
In examining effects of media, one
included contain elements which were at
area has been overlooked by researchers.
one point professionally produced, they have
This area is older than the more studied
since been altered significantly.
medium of television and potentially has
On first glance photocopy humor
the same kind of effects on the viewers and
may seem to be somewhat trivial in nature,
consumers of the medium in relationship to
a less weighty topic of research. But just as
formulating and reinforcing stereotypes.
cave drawings are researched to discover
Photocopy humor is the medium of which I
more about ancient man, the content of
speak. The following paper w!,11 discuss in
photocopy humor gives insight into the in-
detail the reasons for researching this as a
dividuals who create, share, distribute and
scholarly topic. The potentially, negative
perpetuate the use of technology in the
and damaging effects caused by viewing
pursuit of folly and/or social commentary.
the message and the hidden, imbedded mean-
The ills of society, prevailing attitudes and
ing contained in the visuals and textual
topics fordiscussion are present in the simple
material will be examined. Additionally,
line drawings or phraseology.
generalizations will be drawn to other forms
of media, implications for education, direc-
The paper will discuss the potential
tion for future research and some conclud-
effects photocopy humor could have
on the
ing remarks.
viewing audience's development of stereo-
types. The content of photocopy humor
Definition of Photocopy Humor
narrows in on stereotypical aspects of sub-
For the purposes of this research,
jects such as ethnic heritage, gender,
age
photocopy humor is defined as any fac-
and socio-economic status to
name a few.
simile, photocopy and wire copy line draw-
Generations are dealing with the
ings, iconography and textual material which
"value programming" which occurred
as a
sages considered to be in poor taste or even
result of being exposed to the media. The
pornographic contend it is their right to use
term "value programming" comes from
the medium to express their opinions and
Morris Massey's film What You Are Is
thoughts as they see fit.
Where You Were When (Massey, 1975).
From the first glance at the world around us
Photocopy humor is no exception.
at infancy, individuals begin the process of
Just as home videos range from Disney
obtaining values. Massey contends these
cartoons to triple X-rated, so does photo-
values are "programmed" into individuals
copy humor. Some of the content in photo-
by sources such as the media, our family,
copy humor could be classified as cartoon
friends, the church and school one attends
pornography. Given this fact, we shouldn't
and so forth. We are shaped by our experi-
ignore the study of photocopy humor be-
ences, which shape our outlook and values.
cause some of the material is unpleasant,
He postulates that these values become
objectionable and personally distasteful to
"locked in" around the age of 21 and from
view. Nor should objectionable material be
that point forward we are a reflection of our
excluded from study on the grounds that it
value programming. As adults, throughout
is objectionable. Indeed, some of the ex-
our lives, we are value relating to society
amples cited in this study could be consid-
based on the values programmed into each
ered in very poor taste, but it is necessary to
of us before we reached the age of
include these items to accurately define
21(Massey, 1975).
State Awhat is.
As humans, we tend to seek out and
Many parallels can be drawn be-
attend to images and messages which are
tween photocopy humor and research con-
congruent with our beliefs, values and atti-
ducted on ethnically and sexually based
tudes. We defme what is "right" apd
humor in that photocopy humor often draws
"wrong", "gooe and "bad" "normid" and
upon these two topics for subject matter.
"not noimal" and so forth based on our
Both subject matters art often found to be
value programming. This value system is
controversial and in poor taste. But who
what we use to filter the events and people
defmes poor taste. Ted Danson, former star
who come into and out of our realm of
of Cheers has found not all are amused with
experience. All have their own value sys-
racial slurs. In a October 8, 1993 Friars
tem under which they, operate. What one
Club roast of Whoopi Goldberg, Danson
individual deems"normar and "good," oth-
came out in black face and uttered a racial
ers may find objectionable. This is particu-
slur over a dozen times. Goldberg, who is
larly true in a free society such as the US
black, didn't find the material objection-
where individual thought and expession is
able. "I don't care if you don't like it. I do,"
constitutionally protected.
Goldberg stated (Peoria Journal Star, Octo-
ber 9, 1993). It has been reported that many
Free speech and communication of
who attended the roast were offended, in-
thoughts and ideas have generated contro-
cluding New York Mayor David Dinkins
versy as to the acceptability of certain mes-
Regardless of the medium, print,
and talk show host Montel Williams. This
sages.
broadcast or lecture; all have had fringe
example illustrates the problem in defining
acceptability of the content of a message.
topics which raise the question of accept-
Personal standards vary widely between
ability or the appropriateness of the com-
Purveyors of mes-
individuals of like and unlike demograph-
munication activity.
ics.
The intent of this research isn't to
enough high-mindedness within me to wish
define what is "good" or "bad", "accept-
that this sort of joke didn't exist." (New
able" or"unacceptable," but rather to estab-
Republic, 1987) In fact in the same article
lish the framework to examine the potential
printed an etiquette guideline for telling
effects of the messages contained within
ethnic jokes (New Republic, 1987).
photocopy humor. Further, the content of
One author felt we worried too much
the photocopy humor examples collected
over things that aren't really important.
and used in this paper does not reflect the
"Much of the yelping at the media seems
beliefs, values or attitudes of the author.
deeply trivial. A New Yorkcoven ofwitches
The collection of examples are an attempt to
complained when ABC televised
reflect what is being circulated.
Rosemary' s Baby...and UFO enthusiasts
Overview
groused when a woman was raped by
a
space alien on Fernwood 2 Night. Their
Recently in the U.S., there has been
point was that aliens do not go around
a tendency to become more sensitive to
raping people, and indeed there is little
ethnic and sexually based humor. Many of
evidence that they do" (Lee, 1984).
the nation's general interest publications
(Newsweek, Time, USA Today) as well as
Ethnic humor which was addressed
leading women's publications (Glamour,
in these publications focused more on the
Mademoiselle) have reported on va ous
verbal joke format. Nothing has been writ-
aspects of ethnic humor, both pro and con.
ten about photocopy humor. Ethnic and
sexual humor could be thought of
as a
The attitude toward ethnic and sexual
subset or specific type of photocopy humor
humor, a mainstay of content for photocopy
thereby drawing upon the body of research
humor, runs the gamut from crude, demean-
which exists. The problem with lumping
ing, hateful, juvenile, vicious,
mean spir-
photocopy humor into the same category
as
ited, to harmless, funny, good-natured,
ex-
verbal jokes is the longevity of the medium
aggerations of life. A prevailing attitude in
and the impact of the visual. A verbal joke,
the literature suggests that those who can't
unless captured on recording devise, is ab-
find it within themselves to laugh
are too
sorbed into the etheror locked
away in the
uptight, too sensitive and can't take
a joke.
recesses of someone's mind. However with
photocopy humor, there is a permanent vi-
Clark McCauley is one who be-
sual record of its existence. Robert Heinich,
lieves that there's nothing funny about
sex-
et. al. stated that people are visually ori-
ist humor. "Humor is particularly devastat-
ented and that they "team about 10
per-
ing because the hostility is disguised (Glam-
cent from listening, but over 80 percent
our, August, 1988). Susan Schneider, edi-
from what they see (Heinich, et. al, 1989)."
tor of Lilith magazine, commenting on Jew-
This statistic isn't surprising to teachers
ish-American Princess jokes stated, "It's
who design lectures, but given the
context
become a socially acceptable outlet for anti-
of photocopy humor and the
content of
Semitic feelings" (Bruning, 1987).
such, the implications are alarming. Indi-
On the other side of the argument,
viduals could be "learning" stereotypes quite
others embrace ethnic jokes.
"...I think
effectively from viewing photocopy hu-
that's (a reference to Jewish joke) pretty
mor.
funny. And I'm sorry, I just can't fmd
5
It is important to do a textual analy -
In addition to sexual end ethnic based
sis of a representative sampling of photo-
content, photocopy humor also lampoons
copy humor to identify what types of mes-
old age. Images of befuddled and forgetful
sages are being sent. The message needs to
elderly are depicted. Older males are pre-
be analyzed and categorized prior to any
sented as sexually impotent and females are
application of theories. Additionally, the
represented as having sagging body parts.
basic assumptions made need to be detailed
Nationally, more and more groups are pro-
and validated. Further sampling of photo-
testing the portrayal of elder Americans in
copy humor needs to be done and docu-
the media. Frito-Lay has come under fire
mented as to origin of collection, i.e., work
for a 1993 advertisement which shows co-
median Chevy Chase rescuing a bag of
environment (factory, professional, etc.) and
demographic data (social-economic poup,
Doritos from a elderly lady just before she
age, race).
gets steam-rolled under (Peoria Journal Star,
October 6, 1993).
implications of photocopy hu-
mor are great in relationship to how indi-
A greater understanding of how in .
viduals In value programmed to relate to
dividuals perceive a message and what ef-
another race or sex.
Additionally, an
fect that message has on the viewer can be
individual's self-worth can be negatively
gained through the study of photocopy hu-
The theory of self-fulfilling
mor. This paper will examine photocopy
impacted.
humor in the context of social learning
prophecy and Bandura's self-efficacy theory
theory, cognitive dissonance theory and
suggests the message could be impacting on
the consumer. Both theories basically state
mass communication theory. The applica-
similar principles of self-worth. Self-ful-
tion of this research is of importance to
filling prophecy states we will become or
parents, educators, administrators and in-
structional technologists. Photocopy hu-
live up to others' reinforced expectations of
mor is prevalent in today's society and
us. Self-efficacy is what we believe to be
could be used as a microcosm of human
true about ourselves and our capabilities to
perform or achieve. Both theories have
communication patterns. Additionally, the
For
positive and negative implications.
majority of the message is communicated
through the use of visuals and could have
example if a teacher continually told a stu-
implications reaching into the visual com- dent that he/she was dumb, eventually that
student would believe this to be true and
munication /visual literacy disciplines. Al-
though photocopy humor is an informal
would stop vying to better his or her self. In
communication pattern, similar elements
this example the student would be "living
up to" the expectation of the teacher. Fur-
(exaggerated drawings and characters) are
ther this student would have a low self-
used to communicate messages in textbooks,
efficacy. Conversely, if a teacher or parent
filmstrips, posters and displays. By exam-
ining this specific area of communication
positively reinforced a child's behavior and
told the child that he/she will be successful
(primarily visual) one can draw inferences
and could learn, the student would have a
and generalities to other areas of cotnunini-
positive self-efficacy and would tend to
cation (primarily visual). In essence, amodel
fulfill that expectation.
is created which can be used to apply theo-
ries to other areas of communication, both
The need for research has been es-
formal and informal, intentionally and un-
tablished above which relates to and under-
intentionally educational.
the number of items was sexualgeneral
pins the developing study of photocopy
with 52 items.
This category contained
humor. What follows is an outline of the
items of a sexual nature that could not be
framework for the intended research.
identified with one sex or the other. The
A framework and problem defini-
combined total for all of the sexual catego-
tion for future research can easily be postu-
ries was 97; over 32 percent of the total
lated to answer the following questions: Is
items collected were about sex or sexual
photocopy humor a mass communication
topics. The number two category which
channel? What is the content of photocopy
was workplaixgenezal which had 45 items
humor and how can it be classified? What
for almost 13 percent. Ethnic examples
are the social ramificaticns of kte content
numbered 33 items accounting for 11 per-
(i.e., are viewers "learning" social/cultural
cent.
biases from content?"). What effect does
photocopy humor have on viewers?
The content of photocopy humor is
dominated by ethnic and sexual humor and
Hypothesis one: Photocopy humor is a
therefore it will be examined first Nothing
mass communication medium, bearing all
has been written specifically about photo-
the necessary principles and components of
copy humor, however generalizations can
a mass communication medium.
be drawn from research conducted about
Sub hypodesis: Photocopy humor extends
both ethnic and sexual humor and applied to
to all soda-economic and racial classes.
photocopy humor. Additionally research
conducted concerning stereotyping will be
Hypothesis two: Social and cultural biases
included.
are learned and reittforced through the re-
peatedemosure to the content ofphotocopy
It is interesting to note how the pho-
humor.
tocopy humor reflects the events of the time
in which the item was created. For example,
Assumptions about photocopy humor:
all items in the political categories reflect in
subject matter what was occurring politi-
Photocopy humor is a mass-medium,
1.
cally. There are crude, sexually explicit
therefore mass communication theories are
drawings representing the presidential race
appropriate to apply to photocopy humor.
between George Bush and Michael
Social Cognitive Theory is valid and
2.
DuKalcis. Iraq and Desert Storm are repre-
applicable to photocopy humor.
sented (Exhibit4), likewise specimens from
the Iran Hostage ordeal. Although the cod-
3. Cognitive consistency theories, specifi-
ers placed the later two items into political
cally Festinger's Cognitive Dissonance
categories, the messages contained stereo-
theory is applicable.
typical traits of Iraqis and Iranians.
A drawback to the coding process is
Overview of Collection
the age of the coders. College age students
A sample of 355 examples of photo-
were used, therefore their placement of ma-
copy humor was coded by trained coders
terials into categories reflects their genera-
based on iconography and/or textual infor-
tional view. The coding process needs to be
mation. Preliminary work with coders re-
re-done with a diverse population demo-
sulted in the following breakout of the lim-
graphically to enhance coder reliability and
ited sample. The number one category for
validity.
7
contains the following elements: Commu-
DISCUSSION OF ASSUMPTION 1
nicators, Codes, Gatekeepers, Mass Media,
Mass Communication Theory
Regulators, Filters, Audiences and Effects.
It was earlier stated that photocopy
This model will be used to discuss photo-
humor is a form of mass communication,
copy humor as it relates to the various
which is defmed as a message communi-
components.
cated through a mass medium to a large
audience.
Audience
It is necessary to identify the
characteristics which indeed mak that state-
The audience or receivers of the
ment nue. There are four elements needed
information were selected carefully by those
for a mass communication medium to exist-
who perpetuate the message. Because of
a mass medium technology, a message, an
biases, conflicts, perceptions and so forth,
audience and a distribution network. First,
senders tend to share the message with only
the technology for this medium has been
those who they feel would be receptive to
updated through the years and has pro-
the message. Senders learn who "is" and
gressed in sophistication. The wire copy
who "isn't" receptive and use that interpre-
machines of old and the facsimile machine
tation for future distribution. So in a
sense,
and photocopiers of late serve as our me-
this is a very interpersonal mass medium.
dium for this mass communication endeavor.
Just as people select what they communi-
Second, there needs to be a message to
cate to whom, in an interpersonal communi-
communicate. The line drawings and tex-
cation context, the same is true of photo-
tual infotmation are what people want to
copy humor. Further, senders aren't physi-
communicate to others, therefore a mes-
cally and emotionally detached from the
Third, it is distributed to a large
sage.
receivers which is generally true of tradi-
audience. Fourth, the distribution network
tional mass media.
is compiled of humansthose individuals
who use the available technology to
copy
Younger audience members are
and distribute the information.
still developing their value system and
can
be influenced by photocopy humor's
con-
With the basic criteria to define a
tent. They are deciding what they will ac-
mass media met, an examination into the
cept or reject as a part of their value system.
other shared commonalties of mass
com-
The individuals are being impacted by the
munication follows. Generally speaking,
various media in many ways of which they,
we can identify several characteristics of
the consumers, are unaware. Examples will
the process using the various mass commu-
follow to support this assertion.
nication models available. Many of the
common elements found in the models in-
Effects
clude items such as regulators, audiences,
effects, filters and noise. An examination of
The effects of the medium
can be
the HUB communication model will be
viewed in terms of the impact
on society and
used as an example of a testing mechanism
the impact on the individual (Hiebert,
for photocopy humor as a mass medium.
Ungurait, Bohn, 1988).
The impact on
society and individuals is an
area which
HUB Model of Mass Communication
needs to be examined further,
as the ex-
The HUB Model of Mass Commu-
amples show a correlation between
content
nication (Hiebert, Ungurait, Bohn, 1988)
and attitudes. The controversial content
may
a
tend to perpetuate stereotypes and
The following is an example of how
scripting occurs using a joke from Rodney
misperceptions. The impact on individuals
Dangerfield:
is more identifiable on the surface, in that
the reaction of the receiver can generally be
Script 1
determined through nonverbal as well as
I just flew in from Vegas.
verbal feedbacic. But underlying messages
may be imbedded in the "harmless fun" and
This script typically leads the audience to
cause undesirable effects in the audience.
analyze each word and assign meaning.
Specific examples follow which will show
Most would assume figuratively thatflew =
how both individual as well as societal
airplane.
changes result from viewing photocopy
Script 2
humor.
Boy are my arms tired.
Stereotypes
This script contradicts the first in a literal
At the heart of photocopy humor is
sense in that / = flew, and thereby creating
stereotyping. A great deal of the content
the humor. In analyzing scripts that deal
appeals to the lowest common denominator
with sexual or ethnic humor one would
and must do so in order for the audience to
quickly see the humor often is created by
find the content humorous. In order for one
playing off of a stereotype.
to process the importance of analyzing the
meaning of humor, it is necessary to exam-
Script 1
ine how jokes work, theoretically. There-
How do you tickle a Jewish Ameri-
fore a quick overview of Victor Raskin's
can Princess?
Script-based Semantic Theory (1985) is nec-
This script gives the audience a framework
essary. Basically a script is a collection of
for analyzing the question, i.e.., an ethnic
words, usually a sentence, which forms
group. After assigning meaning to each
meaning in the minds of the receiver based
word, the audience determines the key ele-
on the combined meaning of the words.
ment is tickle.
Audiences of jokes assign certain
Script 2
meaning to scripts. Most humor contains
Gucci, Gucci, goo!
two or three scripts. The fffst script sets up
a premise and the last script (either the
This script has a different meaning inherent
second or third depending on the humor),
in the play on words. Oftentimes when one
often called the punch line, switches the
tickles another, the act is accompanied by
listener to a different, conflicting or contra-
goochy goochy, goo. This is probably in
dicting premise. However, the scripts must
everyone's frame of reference.
But by
be in the person's frame of reference or they
using the word Gucci, a well-known fash-
must be quick learners to identify the im-
ion designer, there is an added or implied
plied connection for the joke to be humor-
meaning. To extrapolate the implied mean-
ous. When some people "don't get the
ing in the second script, one needs to exam-
joke," it is because the script isn't in their
ine the first script again to find the implied
frame of reference and they cannot make
connection. When examining the first script,
the implied connection.
the only connection can be with a Jewish
9
American Princess. Thus, the stereotyped
states "...the MP caricature actually shapes
image of a rich individual is perpetuated.
the way we see Jewish women, encouraging
For the joke to be humorous,
one needs to
us to notice materialism on Long Island, but
make the connection of script 2 and the
not in Kennebunkport; to hear "me first"
stereotype. Therefore the stereotyped im-
whininess in a New York accent
sooner
age either is in the person's frame of refer-
than in a southern drawl (Leive, 1992)."
ence (previously learned)oris taught through
Leive has indeed pointed out the
the joke (vicariously learned). Once
a ste-
latent effects area of the media including
reotype is learned it is difficult to unlearn. A
photocopy humor. Viewers are unconscious
continual perpetuation of an image has be-
and unaware of the shaping of their beliefs,
gun.
values and attitudes through the viewing of
A recent study conducted by the
photocopy humor. A great deal of vicarious
National Opinion Research Center found
or incidental learning occurs when viewing
stereotypes die hod (Newsweek, 1991).
photocopy humor. Viewers learn how
to
relate to themselves (even enough to nxxlify
[The survey fauna.. that three quarters of
behavior, such as the example above), how
the respondents say blarks are more Rely than
to relate tc people of the same race/gender
whites to "reefer to live off welfare." A majority
and how to interact with the opposite
believes that blacks are mote likely to be lazy,
sex,
violence prone, less intelligent and less patriotic.
and/or individuals who are "different" in
...The most =prising revelation is the degree
to
some way from themselves.
which negative stereotypes of minorities
cross color
lines. Surveyors reported that roughly
a third of
A different ethnic stereotype, Ital-
blacks and frispanics rated their group below whites
ian-American and, "The Mafia" share
com-
in intelligence.
monalties with the JAP case scenario. Jo-
Is the media to blame for the contin-
seph Giordano, director of the American
ued stereotyping and negative self-fulfill-
Jewish Committee's Center
on Ethnicity,
ing prophecy of minorities? Examination
Behavior and Communication discussed
the
of the following examples tends
to support
prevailing attitude about Italian Americans.
a causal relationship.
The media has popetuated
stereotypes that
ItElian Americans are shady and
part of the
A recent trend in ethnic and photo-
criminal element and have
a Mafia connec-
copy humor is JAP jokes or Jewish-Ameri-
tion. In surveying a group of psychothera-
can Princess jokes. At the heart of JAP
pists he asked "...what they would like,
jokes is the stereotype that Jewish
women
dislike or fear in a relationship if they
were
are rich, clothes horses and mall-hoppers.
to marry an Italian American. What they
They are sexually repressed, ill-tempered
most feared was that their spouse would be
and need high-maintenance. Most have had
prone to violence or `connected' to crime in
a nose-job and are a daddy's girls. Cindi
some way" (Giordano, 1987). To further
Leive, a younger Jewish lady becam6 leery
illustrate the impact of viewing, thus
of herself becoming the
stereotype. "For a
strengthening the concept of "life imitates
while, I dressed down,
wore less makeup; I
art" is the fact that media is supplying
the
didn't believe in the stereotype, but I didn't
real Mafia with a self-fulfilling
stereotype.
much want to be it, either (1992)." She
U.S. Attorney Rudolph Giuliani
says there
correlated the rise in anti-Semitic feelings
is a distinct difference in the
wiretaps of
to the popularity of JAP jokes. Further she
Italian-American criminals before and after
10