Download the study hereThis study investigated biased message processing of political satire in The Colbert
Report and the influence of political ideology on perceptions of Stephen Colbert. Results
indicate that political ideology influences biased processing of ambiguous political
messages and source in late-night comedy. Using data from an experiment (N = 332),
we found that individual-level political ideology significantly predicted perceptions of
Colbert’s political ideology. Additionally, there was no significant difference between
the groups in thinking Colbert was funny, but conservatives were more likely to report
that Colbert only pretends to be joking and genuinely meant what he said while liberals
were more likely to report that Colbert used satire and was not serious when offering
political statements. Conservatism also significantly predicted perceptions that Colbert
disliked liberalism. Finally, a post hoc analysis revealed that perceptions of Colbert’s
political opinions fully mediated the relationship between political ideology and
individual-level opinion.
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In addition to Young’s work on late-night comedy and political messages, a key
media that focused on multiple perceptions of television characters was Vidmar and
Rokeach’s (1974) study of the hit 1970s primetime series All in the Family. This
study examined whether audiences would interpret the lead character, a parodied
bigot named Archie Bunker, as a negative role-model. The study found that individ-
uals who identified with the character’s conservative nature and agreed with his
political views held favorable perceptions of the character and believed Archie
Bunker articulated legitimate viewpoints. However, individuals with low character
identification and opposing political views held unfavorable perceptions. Of par-
ticular interest in this study is that individuals who identified with Bunker’s socio-
political views were not influenced by the director’s negative framing of the character,
while those who did not identify with Bunker’s political viewpoint reported attitudes
and perceptions consistent with the negative framing of this television character.
Clearly, individual-level political beliefs have the potential to bias the way audiences
perceive information and mitigate attempts to frame characters and information in
particular ways. While this study provided an early look at satire and parody’s role
in processing ambiguous political messages in entertainment television, Vidmar and
Rokeach’s (1974) study did not differentiate between individual-level perceptions
that can occur in many types of media information processing (e.g., McLeod et al.
2002; Shrum 2002) and the specific type of biased processing that occurs when
information is both ambiguous and lacking context (e.g., Balcetis and Dunning
2006; Long and Toppino 2004). This study focuses on the latter and extends our
knowledge of how certain forms of satire such as deadpan create the conditions
under which biased processing and self-favoring perceptions are likely to result.