“Unfortunately, This Isn’t a Joke”: Crisis Communication and Humour Messaging Strategy on American Late Night Talk Shows

Abstract

Over the past 25 years or so, celebrities have appeared on American late night talk shows to respond to social issue crises that threaten their reputations and careers. This study examines 10 celebrity appearances in this comedy genre to better understand how the late night talk show functions discursively in crisis communication with respect to humour messaging strategy. The analysis finds that, rather than using humorous messaging strategies to deal with their crises, TV show hosts and guests downplay humour to project sincerity—even in response to less serious situations. Furthermore, the live studio audience faces scolding for the typical reactions expected of live studio audiences—cheering, clapping, laughing—that may reduce the celebrity’s sincerity. This study argues that these behaviours suggest that humour should be avoided even in less serious reputational crises. Finally, the article speculates why a celebrity would choose a funny television talk show—an unusual venue for crisis communication—to respond to a reputational crisis that is no laughing matter.