We are pleased to announce that our members, Agnieszka Ziora and Dominik Gęgotek have recently published an article titled Analysis of the Humour in Advertisements in Discord’s Posts on Twitter.

The article examines the types of humour used in Discord’s posts on Twitter/X. First, humour is introduced and briefly described. Then, the article discusses the general usage of humour for advertising. The corpus built for the study includes 62 multimodal posts from the company’s Twitter account. The type of humour used in the posts is discussed and a short description of all quantitative data gathered is provided to allow for comparison with similar studies. The analysis shows that Discord opts to mainly use humour techniques from the Surprise, Parody and Slapstick clusters in their humorous posts while avoiding Taboo references.

The full article can be accessed under the following link: https://europeanjournalofhumour.org/ejhr/article/view/1071