Laughter for Development: An Explorative Study into Humour’s Potential Role in Influencing Stereotypical Representation

Sammanfattning: Development issues are often described as important but dull, and ongoing stereotypical representations of a ‘distant other’ perpetuated by NGO’s and mainstream media create an increasingly disengaged public. In response to this, more creative means of communication are needed to increase engagement and counter dominant stereotypical narratives within the development sector. Humour is rarely considered as a communication strategy for development, but it has the potential to be an influential tool to lower societal barriers and challenge existing power relations. This explorative research aims to examine how humour could be potentially used to disrupt stereotypical narratives and form a site of resistance against concepts such as the White Saviour Complex. It aims to explore the ways humour can engage a broader audience and challenge stereotypical representations of aid, especially within the western media. Considering two primary case studies; online campaign RadiAid and tv mockumentary series the Samaritans, it will explore the ways humour can be used to persuade, raise awareness and increase likability, while also being used as a form of critique. Through the lens of social semiotics, it considers commonalities in how humour can be utilised and how audiences react to it. This research also aims to find the advantages and limitations of using humorous techniques in such contexts.