The shifting grounds of humour

The case of Masameer in Saudi Arabia

Bibliographic Data

ID12913378
AuthorsKhadija El Alaoui (0000-0002-6852-8800, American University of Iraq Sulaimani, corresponding author), Maura Pilotti (0000-0001-7955-680X, Prince Mohammad bin Fahd University)
Year2022
Volume15
Issue1
Pages107-124
Publication date2022-04-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Arab & Muslim Media Research (JOURNAL)
Journal identifiersISSN: 1751-9411 • E-ISSN: 1751-942X
PublisherIntellect (PUBLISHER • GB)
DOI10.1386/jammr_00043_1
OpenAlexW4224250415
LanguageEN
Citations received3
References cited21

Masameer (which means ‘nails’ in Arabic) is a series of cartoons posted on YouTube. Each cartoon addresses, in a manner that is both jocose and analytical, a critical issue that shapes the everyday life of residents of the Kingdom of Saudi Arabia. Masameer exemplifies not only the views of humour by those who practice and consume it, but also its boundaries within a society both immersed in tradition and forced to respond to calls for change. In the present study, Masameer is used as a tool to understand the practice of humour, from the viewpoints of both producers and users. Guided by the principles of thematic inquiry, the analyses of viewers’ reactions to selected Masameer videos are based on four conceptual categories: overall attitude, specific references to content, orientation and connotation of expressions and analysis/interpretation . Results indicate that most audience’s responses to the issue(s) raised by each video are relevant to its content and exhibit positive sentiment. Although videos succeed in focusing their viewers on content-relevant issues and matters (as demonstrated by the preponderance of relevant comments), they fail to engage a large segment of their viewers in critical analyses of such issues and matters. These findings are interpreted as illustrating the limits of this medium as a device for either fostering social change or merely measuring it

Aesthetics · Arabic · Art · Connotation · Content (measure theory · Content analysis · Everyday life · Interpretation (philosophy · Linguistics · Media studies · Political science · Qualitative research · Social science · Sociology · Thematic analysis · Viewpoints · Visual arts · Hate Speech and Cyberbullying Detection · Humor Studies and Applications · Law · Philosophy · Psychology · Social Media and Politics · Social Psychology

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