Cultural dimensions and characteristics reflected in Hungarian TED talks

Emese Pozdena

Abstract


The present paper is aimed at exploring humour and cultural aspects in TED talks recorded at Hungarian independent TEDx standard events. Applying Speck’s (1991) humour taxonomy, a corpus of 30 Hungarian language talks have been classified based on Barry & Graca’s (2018) humour typology groups and further examined by descriptive statistical indicators. Results show that cultural and other national features are reflected in the talks and are appreciated by the audience. Incongruity and disparagement appeared to be a safe comic device to create laughter in highly individualist and masculine cultures; however, relief-based humour is riskier in high uncertainty avoiding countries, as the message may be interpreted differently than expected.


Keywords


humour taxonomy, Hungarian TED talks, cultural dimensions

Full Text:

VIEW FULL TEXT

References


Barry, J. M. & Graca, S. (2013). ‘A Cross-cultural typology of advertising humour’. Proceedings of 15th Cross-cultural Research Conference. Antigua, Guatemala, 8-10 December.

Barry, J.M. & Graca, S. (2018). ‘A typological examination of effective humour for content marketing’. In Maon, F. et al. (eds.), Not All Claps and Cheers: Humour in Business and Society Relationships, Abingdon: Routledge, pp. 59-80.

Beard, F.K. (2008). ‘Advertising and audience offense: the role of intentional humour’. Journal of Marketing Communications 14 (1), pp. 1-17.

Bagi, Zs. (2018): Három nap pizsamában - TEDxBenedekhegy accessible at: https://www.youtube.com/watch?v=mFN3_I7njb0&t=22s (10.1.2020).

Berces, A. (2018). ‘Testfolyadék biopszia alkalmazása daganatok szűrésébe’ TEDxGyőr accessible at: https://www.youtube.com/watch?v=4mkKi2uUSIQ (10.1.2020).

Csepeli, Gy. (2018): Új hitel – TEDxDanubia accessible at: https://www.youtube.com/watch?v=Up9ry4AHbdY&t=20s (10.1.2020).

Eurostat (2017). ‘Cardiovascular diseases statistics’ accessible at: https://ec.europa.eu/eurostat/statistics-explained/index.php/Cardiovascular_diseases_statistics (8.1.2020).

Fekete, A. & Doffek, G. (2018). ‘Nőügyeink’ TEDxDanubia accessible at: https://www.youtube.com/watch?v=AssnsuHeBfY (10.1.2020)

Hatzithomas, L., Zotos, Y. & Boutsouki, C. (2011). ‘Humour and cultural values in print advertising: a cross‐cultural study’. International Marketing Review 28 (1), pp. 57-80.

Hidasi, J. (2018). ‘A humor interkulturális vetületei’. Századvég 87 (1).

Hofstede, G. (1984). Culture’s Consequences: International Differences in Work-related Values. Newbury Park: Sage.

Hofstede, G., Hofstede, G. J. & Minkov, M. (2010). Cultures and Organizations: Software of the Mind. (Rev. 3 rd ed.). New York: McGraw-Hill.

Kallo, P. (2018): Miért fordítasz hátat a pillanatnak? - TEDxDanubia accessible at: https://www.youtube.com/watch?v=rVvFl7nCGog (10.1.2020)

Karpati, T. (2018). ‘Tudsz egy jó állást?’. TEDxBenedekHegy accessible at: https://www.youtube.com/watch?v=8BxGnnQ9kzc&t=17s (10.1.2020)

Speck, P. S. (1991). ‘The humorous message taxonomy: A framework for the study of humorous ads’. Journal of Current Issues & Research in Advertising 13 (1/2), pp. 1-44.

TED. (n.d.). ‘Our organisation’ accessible at https://www.ted.com/about/our-organization (9.1.2020).




DOI: http://dx.doi.org/10.7592/EJHR2020.8.2.Pozdena

Refbacks

  • There are currently no refbacks.


Publication ethics and malpractice statement