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This paper outlines the results of an on-line experiment assessing the impact of political humor on construct salience. The experiment employed a 3 condition between-subjects design on a snowball sample of participants (N = 216) to test how exposure to political jokes affect the salience of traits and issues mentioned in those jokes and how political knowledge moderates these effects. Results indicate that jokes can prime caricatured issues and traits to the same extent as non-humorous stimuli in the mind of the audience. Findings also suggest that political humor may increase political awareness among apolitical audiences, consistent with research by Baum (2005a, 2005b, 2003).

A flip-flopper and a dumb guy walk into a bar: Political humor and priming in the 2004 campaign