Content Analysis of Critical Business Jokes

Abstract

AbstractThis chapter introduces a new jokes-based method of content analysis applied to a larger sample of critical business jokes. Analysing jokes puts higher demands on interpretation than usual for content analysis. The analysis of jokes on the topic of uncertainties in the consultant–client relation indicates that both clients and consultants are active players, with their own tactics to create, use and reduce uncertainty. These results are in line with earlier studies on consultants and uncertainty, but add nuance and detail to earlier findings by illustrating new consultant and client tactics. Benefits of content analysis of a sample of jokes are the rich insights they provide together. The jokes tell about what we can call the grey zone of ethical transgression: common problematic and mostly concealed practices that most insiders are somewhat ashamed of. Limitations of jokes-based content analysis relate to the type of data used, which can be considered biased much like metaphors. There is representation bias related to irony, exaggeration, distortion, stereotyping, exclusion, abstraction and fictional elements. There is also bias related to what topics are funny or not (humour bias). These limitations can all be mitigated by careful interpretation and data triangulation.