Developing a rhetorical analysis of racist humour: examining anti-black jokes on the Internet

Racist humour is frequently the subject of media and public debate in relation to issues of offence and acceptability. Despite this, little has been done to analyse it or its relationship to other forms of racism. I argue that an analysis of racist humour needs to account for the rhetorical structures of humour – to consider humour as a rhetorical device similar to metaphor or metonym – that has a persuasive potential. Using jokes from four US websites, the rhetorical aspects of humour are unpacked through the use of rhetorical discourse analysis and semiotic theories of humour. I then identify an important effect of racist humour. Zygmunt Bauman's ideas on the problem of ambivalence for dichotomous discourse and category formation are employed to argue that racist humour expresses racist dichotomies and has the potential, among others, to “hide” the ambivalence to which such dichotomies are prone. The article then considers the meaning and ambivalence of less severe racist joking.