Humor Production and Comprehension from a Cognitive Science Perspective

Abstract

From the perspective of cognitive science, as well as from a cultural and sociological lens, the study of humour has been an ever- evolving field. Humour has been shown to be a key factor in forming societal bonds, increasing resilience to adverse circumstances, and even acting as a catalyst for positive social change. Humour also has an important economic component, since it is a key tool that can be used to increase brand recall, and have consumers form a positive association with a product, service, or a company. With the advent of new technologies like Artificial Intelligence and machine generated humor, used especially in a business context, it is important to assess how this might change the landscape of humour and its societal impact – and how humans perceive humour as a topic when it is generated by a machine. This paper aims to provide a critical analysis of these issues by reviewing the literature in the field, finally suggesting spaces for future study as society contends with the increased intersection of technology in our daily lives and the ethics of technology mimicking human behaviours.