Humour as a political communication strategy: engaging the disaffected electorate

Abstract

In an era of growing political disaffection, humour has become a powerful tool in the populist communication arsenal. This article argues that, particularly in democratic contexts marked by declining trust in institutions, populist politicians increasingly employ humour not merely to entertain, but to mobilise disengaged voters. Unlike traditional politicians who used jokes as rhetorical flourishes, a new wave of leaders — many with backgrounds in entertainment and comedy — have made humour central to their political personas. Drawing on the performative theory of populism provided by Moffitt and Tormey (2014), this article categorises comedic populists as politicians who embrace the disruptive elements of the populist performance. The article demonstrates the appeal of humour by examining the case study of Donald Trump who has utilised humour to build emotional connections, attack opponents, and dominate media narratives. It demonstrates that humour serves not only to express discontent but to create group identity and reinforce outsider status. However, the effectiveness of political comedy appears to diminish once these figures assume office, as the demands of governance clash with the disruptive ethos of comedic performance. Through a detailed case analysis of Trump’s utilisation of humour, this article explores humour’s evolving role in political communication and its implications for democratic engagement in the post-2008 political landscape.