HUMOUR AS A COMMUNICATION TOOL: DESIGNING FRAMEWORK FOR ANALYSIS
HUMOUR AS A COMMUNICATION TOOL: DESIGNING FRAMEWORK FOR ANALYSIS

Author(s): Ivars Austers, Jurģis Škilters, Žaneta Ozoliņa
Subject(s): Politics, Psychology, Media studies, Communication studies, Social psychology and group interaction, Methodology and research technology
Published by: NATO Strategic Communications Centre of Excellence
Keywords: communication; strategic communication; laugh; humour; tools; politics; propaganda; media; psychology;
Summary/Abstract: Since Russia’s occupation of Crimea and its engagement in the conflict in Eastern Ukraine, the issue of winning people’s ‘hearts and minds’ has become one of the dominating themes in the social sciences and the general public sphere. Geopolitical and political confrontation between states and societies based on different values and principles is also reflected in the strategies and policies that governments of such countries are applying in order to win the hearts and minds of both their own citizens and the citizens of other countries. Consequently, there is no shortage of studies debating and challenging the concepts of information warfare, hybrid warfare, propaganda or soft power.

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