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This article reports the findings of a qualitative and quantitative study of seemingly aggressive but inherently benevolent humorous jibes that involve the sexualisation of women in the RoastMe practice performed by a growing social media community on Reddit. Based on a corpus of jocular insults, six forms of sexualisation comments are proposed: hyper-sexualisation, de-sexualisation and meta-sexualisation, each concerning the female body or practices. We account for the distribution of these categories, offering conclusions about humour and sexist ideologies, which RoastMe insults jocularly echo. Although the RoastMe community operates with a humour mindset, producing and recognising sexualisation jibes as a playful activity within a humorous frame, RoastMe insults speak volumes about the contemporary sexist ideologies and the salience of sexuality as a topic arbitrarily invoked in humour performance.

Ad libidinem: Forms of female sexualisation in RoastMe humour