Latino Audiences, Racial/Ethnic Identification, and Responses to Stereotypical Comedy

Amanda R. Martinez, Srividya Ramasubramanian

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


Given the popularity of comedy, humor is an important avenue for examining the racial/ethnic stereotyping effects. Grounded in social identity theory, this study explores the effects of stereotypical comedy on Latino audiences. A 2 × 2 × 2 factorial experiment was conducted to explore how Latino participants’ (N = 150) racial/ethnic identification level (high/low) and comedians’ race/ethnicity (Latino/White) influence evaluations of a target alleged offender (Latino/White) in subsequent scenarios. Findings revealed that participants rated the comedy more favorably when the comedian was Latino compared to when the comedian was White. Moreover, participants with high levels of racial/ethnic identification rated the comedy script as significantly more stereotypical and the White target alleged offender as significantly more culpable than the Latino alleged offender.

Original languageEnglish (US)
Pages (from-to)209-229
Number of pages21
JournalMass Communication and Society
Issue number2
StatePublished - Mar 4 2015
Externally publishedYes

ASJC Scopus subject areas

  • Communication


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