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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

Original scientific paper

Received: February 29, 2024.

Revised: March 24, 2024.

Accepted: April 08, 2024.

UDC:

371.3:81

81’27

81’42

10.23947/2334-8496-2024-12-1-133-143

Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).

Corresponding author: malyuga_en@pfur.ru

Elena N. Malyuga

Manipulative Potential of Humor in Business Media Discourse:

Drawing up a “Starter Pack” for LSP Teaching

RUDN University, Faculty of Economics, Department of Foreign Languages, Moscow, Russia,

e-mail: malyuga_en@pfur.ru

Abstract: The article investigates the manipulative potential of humor in business media discourse and its application

in Language for Specific Purposes (LSP) teaching. Recognizing humor as a tool for simplifying complex ideas and engaging

a broad audience, the study aims to identify the functional-stylistic means through which humor is conveyed in business

media, focusing on its capacity to influence audience perceptions and attitudes. Employing continuous sampling along with

descriptive, comparative, and discursive methods, the research analyzes utterances from Russian- and English-language

business media to explore humor’s various functions – such as persuasion, focus-setting, and entertainment – and how

these can be harnessed to facilitate linguistic manipulation. The findings reveal that humor, through rhetorical devices like

metaphors, idioms, understatement, allusion, sarcasm, and oxymoron, plays a key role in making business concepts accessible

and engaging. A “starter pack” of tools is identified for LSP education, equipping students to recognize and utilize humor’s

manipulative power in professional contexts. This toolkit aims to prepare future business communicators to craft and recognize

humorous statements. Implications for LSP educators, students, and business communication professionals are significant,

advocating for an integrated approach in curricula that balances the creative and manipulative implementation of humor. This

prepares students for global business communication, emphasizing humor’s strategic importance in effective leadership.

Keywords: humor, business media discourse, mass media, functions of humor, linguistic manipulation.

Introduction

Humor is a universal dimension of social life that can emerge in virtually any type of communicative

contexts and discourses. As varied as it is, research on humor repeatedly brings up the question of

its discursive application. Scholars argue in favor of examining authentic speech to understand the

effectiveness of humor within linguistic frameworks: “By analyzing natural, unedited discourse one can

identify the mechanics of humor directly associated with these linguistic models” (Thompson and Mulac,

1991, p. 314). Hence, one may hypothesize that by looking into a certain type of discourse to identify the

nomenclature of most frequently used humor-inducing devices registered in this discourse, one might

come up with a “starter pack” of language means to be taught in the classroom. Such a starter pack could

be used by educators to develop students’ skills of detecting and producing humorous statements.

Humor is evidenced in a variety of communicative contexts, including business media discourse

which can offer some of the most vivid illustrations of its use. For instance, incorporating humor into

media reports on key topics can both broaden the audience base and boost information dissemination

as it makes complex subjects more engaging and more easily comprehendible. A targeted approach,

particularly when examining specific themes, can prove informative, as observed in the use of humor

in business-related media coverage. However, it’s worth noting that the linguistic strategies underlying

humor’s effectiveness have yet to be thoroughly explored.

This study investigates the business media discourse to ascertain the functional-stylistic means that

are instrumental in transferring humorous implications and identify the manipulative potential of humor

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

that can be elicited from the corresponding material to be further used in LSP teaching. To examine humor

as part of business media discourse, this study will investigate the functional potential of humor registered

in business media discourse and analyze the means catering for humorous narration in business media

discourse as a basis for their further integration in the classroom.

The study’s methodological framework centers on integrating all parties involved in communication,

along with their social and cultural experiences, into a cohesive whole. This integration is achieved by

identifying and leveraging what can be described as the interactive capital of the participants, which

encompasses their qualities and relationships (Bateman, 2017, p. 37). This includes cognitive, operational,

and intentional components of personal experience.

Researchers view humor as a multifaceted and abstract concept that is closely linked to some form

of contradiction. From the functional perspective, it appears as a manifestation of the comic – mostly good-

natured and light-hearted – which is aimed to identify various types of singularities and contradictions of

languages and cultures and to evoke positive emotions in the recipient (Raskin, 2012; Martin and Ford,

2018).

To conduct the research on humor, it is crucial to study its functional aspects. Analyzing humor

through the lens of functional linguistics can show its rightful place as part of business media discourse

secured via a wide variety of functional-stylistic means. Functional-stylistic means refer to the linguistic

tools and strategies used by speakers or writers to achieve a specific effect or purpose in communication.

These include rhetorical devices like metaphors, idioms, and sarcasm, each chosen to fulfill functions

such as persuasion, entertainment, or emphasis in discourse.

As a social construct, humor serves various roles in interpersonal interactions as it adapts to the

context and the speaker’s communicative goals. These roles include establishing connection (phatic),

informing (informative), entertaining, beautifying (aesthetic), controlling (regulating), protecting, concealing

(disguising), convincing (persuasive), relieving tension, and asserting dominance (superiority assurance).

The phatic function of language pertains to its use in establishing and maintaining social relationships

rather than conveying information. In humor, the phatic function often involves creating a connection with

the audience, ensuring engagement, and facilitating a conducive environment for the message (Agapova

and Grishechko, 2016).

Awareness of discursive canons ensures identification of the information by the recipient, i.e., their

orientation within the setting of a speech event. Apart from that, creating a message in accordance with

the canons of this discourse, the speaker signalizes that they perceive this communicative situation as

being relevant to a particular model and therefore position themselves as a performer of a certain speech

role, signaling to the listener how they wish to be seen. Thus, the concept of business media discourse

itself guides the interaction and emphasizes the importance of situating oneself within the framework of a

speech event. In this case – orientation within the setting of a speech event (Malyuga, 2019).

Speech is a complex phenomenon influenced by multiple factors, which necessitates the

examination of its connection to the cognitive and emotional realms of the communicators (Grishechko,

2023b). Theories on speech acts point out the central role of speech’s primary intention in guiding the

speech production process, specifying its structure through purposeful speech acts aimed at specific

communicative objectives (Grishechko et al., 2015).

The concept of discursive motivation further exposes how frequently communicators use specific

structures – a notion Budinčić and Zubkova (2003) described by noting the grammar’s reflection of

recurrent speaker actions. Volkov (2023) introduced the economy principle to advocate the se-lection of

brief and efficient expressions under comparable conditions.

Media texts distinguish themselves not merely as information carriers but as tools for influ-

encing public opinion, often via contentious narratives (Norrick and Chiaro, 2009; Grishechko, 2023a;

Grishechko, 2024). Therefore, crafting business media discourse requires a thoughtful consideration of

communication’s key aspects to sway audience perception effectively. Notably, mass media targets a

broad spectrum of viewers, from industry insiders to the general public. Thus, while business discourse is

rich with specialized jargon, it remains accessible to the average listener as it purposefully uses specific

terms (e.g., stocks, investments, manufacturing, infrastructure, financial matters) to convey complex

ideas simply.

Humor in business media is essential in streamlining the dissemination of information and facilitating

linguistic manipulation aimed at persuasion and behavioral influence. This manipulation, as extensively

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

discussed by Akopova (2013; 2016; 2023a; 2023b) and others, seeks to alter perceptions or actions

through various communicative techniques, essentially guiding human behavior through both verbal and

non-verbal means (Malyuga et al., 2016; Malyuga and McCarthy, 2021; Malyuga, 2023). Employing humor

helps actualize three key manipulative principles: accessibility (making obscure information understandable

and engaging), associativity (creating memorable associations for the audience), and expressiveness

(showing enthusiasm, providing subjective evaluations, and inviting audience participation), thus ramping

up the impact of business discourse (Sibul et al., 2019).

The research question under investigation is whether a detailed characterization of the nomenclature,

functionality, and nature of humor in business media discourse can be instrumental in drawing up a set of

functional-stylistic means to be taught in an LSP classroom as an introductory list of means catering for a

manipulative humorous effect.

Materials and Methods

This study uses continuous sampling, descriptive, comparative, and discursive methods. The latter

encompass the approaches and analytical techniques employed to examine how language is used in

various forms of discourse. In the context of this study, discursive methods were applied to analyze how

humor functions within business media discourse, focusing on the interaction between language choice,

communicative intent, and audience reception.

Study material mostly covers statements made by business representatives, which allowed us

to not only identify the functional-stylistic means of creating the humorous effect, but also additionally

examine the manipulative potential of humor in business media discourse and pinpoint its distinctive

features.

The examples of humor in business media discourse were selected based on their illustrative

potential to demonstrate the manipulative capabilities of humor in a business context. The selection aimed

to encompass a wide range of humor types, including but not limited to metaphors, idioms, understatement,

and sarcasm, to ensure a full-scale exploration of humor’s diverse functions. This balanced cross-section

was chosen to reflect both the effectiveness and prevalence of humor in business media, thus providing

a representative sample of the humor landscape in this discourse. The categorization process involved

a systematic analysis of the functional-stylistic characteristics of each humorous utterance, focusing on

its intended communicative function (e.g., persuasion, focus-setting, entertainment) and the rhetorical

devices employed. This methodological approach catered for a sophisticated uptake on how humor

operates within business media discourse, serving the dual purpose of engaging and manipulating

audience perceptions.

The study of functional-stylistic means utilized to create humorous effect in business media

discourse relies upon the analysis of 299 instances from interviews, conversations, live talks, and

news discussions that intentionally employ humor. This humor serves multiple purposes: it amplifies

persuasiveness by increasing the compelling nature of the speaker’s monologue, it focuses attention by

engaging and maintaining the audience’s interest, and it entertains by blending specialized information

with humorous elements or intriguing facts. These functions, as we will argue, collectively cater for the

manipulative potential of humor in business media discourse.

Results

Business media discourse is a complex subject for discussion, not in the least because getting

a large audience interested is never an easy task as one will need to find ways to attract audience’s

attention and adapt their narrative to make it more accessible and understandable. To simplify a text

and “add some frills” to it speakers use metaphors associated with everyday reality but assuming new

meanings in the business context.

A vivid illustration of this can be found in the way public figures often employ humor when referring

to significant business initiatives or policies. For example, in this speech a business leader, addressing the

need for business revitalization, quips: “We’re planting the seeds for entrepreneurial growth, but unlike my

garden at home, we’re expecting these to actually sprout jobs and opportunities” (Brunner, 2023). Here,

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

humor is employed through a playful metaphor that contrasts the unpredictable nature of gardening with

the intended certainty and productivity of business policies. This makes the message more relatable and

memorable and manipulates the audience’s perception, making them more receptive to the underlying

message of optimism and action. The manipulative potential of such humor lies in its dual capacity to

entertain and persuade. As the speaker draws parallels between everyday experiences and complex

business concepts, they not only demystify the subject matter but also engender a positive emotional

response from the audience. This emotional engagement is crucial, as it can shift audience perceptions,

making them more aligned with the speaker’s objectives.

In an interview, the CEO of AmplifyreHub stated: “Someone ones joked I got “sick with digitalization”.

Far from it! In fact, it is the global business economy that is pregnant with digitalization, and pregnancy

is, as you are aware, a normal state and not a sickness” (Amplifyre, 2021). In his remarks, the speaker

uses two vivid image-metaphors, not merely for embellishment but to inject humor into the discourse.

Initially, he responds as though the term “sick” were applied to him in its literal sense. He then compares

the current wave of digitalization in the economy to “pregnancy,” discussing it as if it were a normal

physiological condition. In his clever use of humor, the CEO of AmplifyreHub not only disarms the audience

with laughter but also manipulates their perception towards digitalization. By framing digitalization as a

“pregnancy” – a process that is natural, expected, and ultimately fruitful – he shifts the narrative from

one of potential apprehension to anticipation and acceptance. Used this way, humor is gently guiding the

audience’s understanding and attitudes towards embracing digital transformation. The humor here does

more than entertain – it acts as a conduit for change, illustrating the profound impact well-crafted humor

can have in swaying public opinion on significant business trends.

Apart from that, business media discourse can be saturated with colloquial and idiomatic

expressions, which help get the information across in a more accessible way, since in the conscience

of native speakers there are solid semantic links between events of reality and linguistic expressions

recorded in the phraseological corpus of their language (Liu, 2017; Malyuga and Akopova, 2021).

A notable use of colloquial language in business discourse was observed during a tech startup’s

pitch, where the CEO humorously remarked, “We’re not just another tech company spinning its wheels.

We’re the grease in the wheels of the industry’s progress” (O’Neill, 2017). This colloquial expression,

“spinning its wheels”, commonly denotes futile effort or lack of progress, which the speaker contrasts with

the idea of being the “grease” that facilitates movement. Employing this casual language, the speaker

renders the concept of industry innovation more tangible and relatable and manipulates the audience’s

perception to view their company as a key player in technological advancement. The humor here lies in

the unexpected shift from a negative to a positive image, which engages the audience’s attention and

predisposes them favorably towards the company’s value proposition.

In addressing climate policy, the use of idiomatic expressions can significantly influence public

and stakeholder perceptions, making complex and multifaceted issues more relatable. An illustrative

case in point is the discussion on strategic diversity in response to climate change, encapsulated in the

recommendation, “When it comes to climate policy, don’t put all your eggs in one basket” (Visser, 2021).

This idiomatic expression conveys the principle of not relying solely on one strategy or solution, but rather

spreading efforts across a broad spectrum to mitigate risk and maximize resilience. The humor embedded

in this idiom demystifies the challenges of climate policy and emphasizes the need for flexibility and the

capacity to adapt to unforeseen circumstances. The statement draws on the simple and familiar concept

of risk management depicted through the metaphor of diversifying one’s investments – or, in this case,

strategies – and guides the audience through the uncertainty inherent in climate change projections and

solutions. This strategic use of idiomatic humor engages the audience and manipulates their understanding

and acceptance of a pragmatic approach to climate policy. It emphasizes the importance of preparing

for a range of possible futures, thereby facilitating a broader acceptance of adaptive and multifaceted

strategies in the face of climate uncertainty.

Both examples illustrate the manipulative potential of humor in business discourse through

colloquial and idiomatic expressions. By making complex ideas more accessible and engaging, speakers

can shift audience attitudes and perceptions, leveraging humor not just for entertainment but as a strategic

tool in shaping and guiding public opinion. This emphasizes the importance of humor’s role in business

communication and reveals its capacity to alter viewpoints and foster a positive reception of business

policies, strategies, and innovations.

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

Humor can convey specific information in business media discourse, achieved through a range of

functional-stylistic techniques. A particularly effective method is the use of paradox, where a statement is

infused with a meaning that contradicts conventional wisdom or even defies logic. For instance, during

the “Big Game” business talk show, the VTB Bank President and Chairman of the Board Andrey Kostin

described the stock market situation during the pandemic using a notorious phrase coined by Viktor

Chernomyrdin: “Never has this happened before, and now it has happened again” (Channel One, 2020).

Obviously, the situation which has never taken place before may not repeat, therefore the combination

of the lexemes “never” and “again” qualifies as humorous narrative. In this context, the phatic function

of humor is fulfilled, as the speaker quotes the Soviet and Russian statesman at the very beginning of

the show, thus winning the audience over. Importantly, the mechanism of engagement here varies with

the viewer’s age. For individuals aged 16-45, the humor and engagement are primarily driven by the

absurdity and illogical nature of the statement, relying on a linguistic foundation for its effect. For those

over 45, a psychological dimension also plays a significant role. For instance, those who were adults

during Viktor Chernomyrdin’s political emergence might remember his speeches, making them more

inclined to engage with and recall the information presented due to a personal connection to the context,

alongside the humor.

Understatement is another technique employed for humor, where the speaker deliberately minimizes

the significance of an existing, often problematic, situation or pretends to underestimate it. Despite

understanding the severity or significance of the matter, the speaker chooses a remarkably understated

or neutral description. For instance, Indian economist Raghuram Rajan humorously comments on the

scale of the U.S. response to the coronavirus-induced lockdown, saying: “The US has issued three trillion

dollars’ worth of debt this year, and you know, a trillion here, a trillion there becomes real money very-very

quickly” (BBC HARDtalk, 2020). Given that a trillion dollars represents a vast sum, Rajan’s remark on it

quickly becoming “real money” is bound to elicit smiles for its understated implication of enormity. This

method of understatement adds humor and serves a persuasive function, especially effective in cultures

like the British, where reserved communication is appreciated and familiar. Through this delivery, humor

builds a connection with the audience and reinforces the impact and reception of the message. In this

context the infotainment function of humor is fulfilled, i.e., a business representative shares real statistical

data in a simple language, while accompanying it with a humorous insertion, which, inter alia, allows

the viewer to react to the information about the problem less sensitively, which means that humor in this

statement performs an additional function of tension relief.

In corporate strategy discussions, experts frequently employ allusion as a rhetorical device to

convey complex ideas with a touch of wit. A noteworthy instance of this technique was observed in a

keynote address by a business strategist at an international business conference. The speaker remarked,

“As the ancient fable goes, the nimble fox knows many things, but the hedgehog knows one big thing. In

our industry’s race, we’re choosing to be the hedgehog, focusing on our one big idea” (Chute, 2022). Here,

the speaker alludes to the famous parable attributed to the Greek poet Archilochus, leveraging it to draw a

parallel between the strategic approaches of diversification (the fox) versus specialization (the hedgehog).

This allusion enriches the narrative with depth and engages the audience on a more intellectual level,

encouraging them to decipher the underlying message. The humor emerges from the juxtaposition of the

animal kingdom with corporate strategy and invites the audience to reflect on the wisdom of adopting

a singular focus in a competitive landscape. Such an approach lightens the tone of the discussion and

manipulates the audience’s perception by endorsing the merits of specialization with a memorable

analogy. The use of allusion in this context serves multiple functions: it entertains, provokes thought, and

reinforces the speaker’s viewpoint, all while demonstrating an adeptness at weaving cultural literacy into

business discourse. This example testifies to the effectiveness of allusion in business communication and

reiterates its role in persuading and engaging stakeholders through the interplay of humor and wisdom.

Sarcasm is another popular stylistic device. Sarcastic utterances normally contain criticism,

disapproval, condemnation of the situation, while coming off as positive judgments. For example, the CEO

of EcoTech Innovations addressed questions about the company’s recent downturn in profits with a sarcastic

remark: “Well, in a shocking turn of events, it turns out that investing in sustainable technology isn’t just

about planting trees and hoping for the best. Who would have thought?” (Sathwara, 2023). This sarcastic

comment serves multiple purposes. Firstly, it humorously acknowledges the challenges involved in the

green technology sector, contrasting the naive optimism often associated with environmental initiatives

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

with the harsh realities of business. The sarcasm here plays a strategic role, simultaneously deflecting

criticism and emphasizing the company’s commitment to long-term environmental goals over short-term

profits. The use of sarcasm in this context lightens the tone of the discussion and manipulates audience

perception by framing the company’s financial setbacks as an expected part of its journey in sustainable

technology. This approach reassures investors and stakeholders of the company’s resilience and forward-

thinking strategy, persuading them to maintain their support. Moreover, the sarcastic remark highlights

the speaker’s wit and confidence, which enhances their credibility and appeal. By employing sarcasm

to address potentially negative news, the executive cleverly shifts the narrative from disappointment to

determination, thus showcasing the power of well-crafted humor to influence and reshape public opinion

even in the face of adversity. The sarcastic humor in many cases, including this statement, performs the

regulating function (the audience, while being aware of the gravity of the problem, still do not react to it as

acutely and calm down after a chuckle) (Malyuga and Grishechko, 2021).

Oxymoron is another common technique and instrument behind humorous narratives. It involves

placing seemingly non-contradictory words next to each other in a way that their combination brings to the

surface a secondary, unexpected meaning in one of the elements: “We’re navigating through a thriving

recession this year, a rare blend of downturn and opportunity” (RTVI News, 2020). This oxymoron –

“thriving recession” – juxtaposes the grim reality of economic decline with the notion of growth or prosperity,

sparking both humor and reflection. By labeling the downturn as a paradoxical state of flourishing, the

speaker softens the blow of the harsh economic forecast and manipulates the audience’s perception,

suggesting that within the apparent setback lies hidden potential for innovative adaptation and resilience.

This humorous twist engages the audience with its witty incongruity and encourages a more optimistic

and proactive outlook on economic challenges, which showcases humor’s ability to transform perception

and inspire a more dynamic engagement with the realities of economic fluctuations.

Table 1 below extrapolates the proportion of each humor device from the total of 299 instances.

Table 1. Distribution and impact of key humorous devices in business media discourse

Humor device Number of instances in the

sample

Percentage (%) Key functions in business media

discourse

Metaphor 70 23.4 Simplification, Engagement

Idiom 60 20.1 Accessibility, Relatability

Understatement 40 13.4 Tension Relief, Persuasion

Allusion 50 16.7 Engagement, Cultural Connectivity

Sarcasm 45 15.1 Infotainment

Oxymoron 34 11.4 Contradictory humor, Infotainment

The table delineates the distribution and functional impact of various humorous devices across

a sample of 299 instances from business media discourse, illustrating the prevalence and strategic

utilization of each device. Metaphors and idioms are the most employed techniques, which points out their

effectiveness in simplifying complex ideas and boosting relatability to a broad audience. Understatement,

allusion, sarcasm, and oxymoron also play significant roles, each contributing uniquely to the discourse

by easing tension, ramping up engagement, and prompting reflection through contradictory humor. Humor

constructed based on the above rhetorical devices can help enrich the discourse and engage viewers,

which testifies to humor’s integral role in effective communication. In the context of popular business

media discourse, the entertaining function of humor is somewhat superimposed on the informative one,

which leads to humor performing the infotainment function, which is connected to the narrow focus of

business media discourse and orientation towards familiarizing a wide audience with special information.

Discussion

The study reveals that business media discourse distinguishes itself through its simplicity and

accessibility as it caters to both experts and laypersons alike. This approachability is achieved through

the thoughtful selection of specific yet commonly understood terms, alongside the use of metaphors,

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

colloquial language, and idiomatic expressions.

Humor in business media fulfills several key functions, aligned with the speaker’s communicative

goals, including establishing rapport (phatic), guiding behavior (regulating), and easing tension. The

entertaining function of humor in business media discourse experiences the influence of the informative

function of mass media, resulting in a new function of humor – infotainment. Humorous elements in

discussions about business not only entertain but also sharpen focus, thus paving the way for the

seamless absorption of subsequent information.

Such means as sarcasm, allusion, and understatement were found to be exceptionally frequent in

business media discourse. Business figures craft their speech to resonate broadly and generally prioritize

the establishment of rapport (phatic function) as a primary goal. This effort is marked by the use of humor,

which is explicit, rich in emotiveness, abundant in vivid image-metaphors, and replete with colloquial and

suggestive language. Furthermore, humor serves as a vehicle for these speakers to offer their personal

viewpoints on current events, masked within the guise of jest. Their discourse is aimed at addressing

pertinent issues and seeks to sustain a delicate balance: while it seeks to engage on a professional

level, it eschews complex image-metaphors in favor of straightforward, “dead” metaphors, employing

subtle humor to psychologically prime the audience. This ensures that the information is accessible and

predisposes the audience towards a particular understanding or perception of the discussed topics.

The analysis of humor in business media discourse points to its evident manipulative capabilities.

The study’s findings reveal that effective leveraging of humor garners audience engagement and

influences their perceptions and attitudes towards business issues discussed. This manipulative potential

is primarily harnessed through the strategic employment of humor to simplify complex concepts, making

them more accessible and palatable for the general audience. By integrating humor, speakers not only

boost the appeal of their message but also guide the audience’s focus, directing their understanding and

interpretation of the information presented. This capacity of humor to engage and manipulate is especially

crucial in the context of business media discourse, where the inherent complexity and dryness of the

subject matter can easily alienate or overwhelm the audience.

The obtained results should be integrated as a “starter pack” in teaching humor in an LSP classroom.

Below we discuss some of the most fitting methodologies that can be used to introduce LSP students to

the functional-stylistic means creating humorous effect in business media discourse.

The communicative approach. The communicative approach addresses a fundamental challenge

faced by all learners of foreign languages: “I understand, but I can’t verbalize it”. Considering that the

communicative approach is originally based on the conversational practice of the target language, it

is very effective in overcoming the language barrier. In this case, introducing the “starter pack” in the

LSP classroom will operate on several key principles: (1) achieving fluent and competent speech as a

natural result of ongoing practice, providing intuitive language development; (2) making sure that students

actively use the target language from the very first class; (3) application of authentic materials in the

classroom, like the ones discussed above. The communicative approach will help students get rid of

the habit of literally translating their thoughts from their native language into the target language (Farea

& Singh, 2024). Using the communicative approach, students will practice the rules through repeated

practical application, which will allow them to form an understanding of the communicative features of

using lexical and stylistic means creating humorous effect in business media discourse.

The audiolingual approach. This approach is about developing the ability to comprehend foreign

languages by listening. Its distinctive feature is that it uses analogies for memorizing new vocabulary

(Pérez-Cabello and Quinn, 2024). Specifically, students learn language patterns and words often used

in business media to create humor, which helps them to independently form sentences and engage in

conversations. This method incorporates the memorization of various dialogues, starting with essential

grammatical and lexical structures built around a core vocabulary. Over time, this vocabulary expands

with new words. Notably, only a quarter of instructional time is dedicated to theoretical learning, with the

remainder devoted to hands-on practice. Renowned globally and implemented in academic institutions from

Oxford to language schools worldwide, the method has formed the basis of many original methodologies,

including author-developed methodologies of Charles Freese, Robert Lado (USA), Piere Rivan (France),

Petar Guberin (Yugoslavia), and others (Dermendzhieva and Tsankov, 2022). Suitable for both novice and

advanced learners, particularly those under tight time constraints, it offers flexibility for both group and

individual settings.

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

Learning through play. The game-based approach allows to get wants and needs meet, while

ensuring an easy and natural learning process. Utilizing games as educational breaks can help shift

students’ focus from one activity to another. The educational value of this approach is also that it serves a

critical didactic function and enables students to discover new information, broaden their knowledge base,

and practice English communication in a playful context. Games are versatile and can enrich various

aspects of language learning – from phonetics, grammar, and vocabulary to reading comprehension and

listening skills – at any lesson phase (Al Fajri and Oktavianti, 2024).

The choice of a fitting approach is a rather individual matter. However, some of the fundamental

criteria to be taken into account in an LSP classroom are students’ level of proficiency, study hours, and

priorities of the study program.

Building on the methodological applications for teaching humor in an LSP classroom, it is essential

to directly address the manipulative potential of humor in business media discourse. The study’s

observations on how humor can be used to influence audience perceptions and decisions point to the

need for LSP students to not only understand humor’s linguistic aspects but also its strategic applications

in professional contexts. Incorporating modules that dissect humor’s role in shaping business narratives

and public opinion would enable students to critically analyze the intent behind humorous expressions in

business media discourse. This could involve case studies of successful marketing campaigns or public

speeches where humor was a key element in swaying public opinion or reinforcing a brand’s message. By

critically engaging with these examples, students can develop a better understanding of humor’s power

as a communicative strategy.

Additionally, training LSP students to create humor that carries a manipulative potential requires

a delicate balance between creativity and ethical consideration. Educators should emphasize the ethical

implications of using humor to manipulate audience perceptions, especially in sensitive business contexts.

Workshops or projects that task students with developing humorous content for business communication

should be critiqued not just for their linguistic and stylistic accuracy but also for their ethical implications.

This would prepare students to use humor responsibly, ensuring that their efforts to engage and persuade

do not mislead or harm the audience. Embedding discussions on the ethics of humor in business discourse

within the curriculum would cultivate a generation of communicators who are not only effective but also

conscientious in their use of humor.

To further connect the classroom discussion to the real-world manipulative potential of humor in

business media discourse, incorporating experiential learning through internships or collaboration with

industry professionals could be invaluable. This hands-on experience allows students to observe and

participate in the creation of humorous content within a business context. Guest lectures from business

communication experts who have successfully leveraged humor in their campaigns could offer students

practical examples of humor’s manipulative power in action.

Hence, the findings point to the importance of integrating humor into LSP curricula, not only as a

linguistic tool but also as a long-term business communication technique. Educators could use the identified

“starter pack” of humor to develop lesson plans that boost students’ ability to craft and analyze humorous

content within business contexts. For instance, lesson plans might incorporate case studies analyzing

successful humor-driven campaigns in business media, practical exercises focused on crearing business

pitches, and in-depth evaluations of how humor improves the retention of messages. Incorporating these

elements into LSP teaching would prepare students to use humor effectively in professional settings and

appreciate its strategic value in leadership and global business communication.

While this study offers important observations regarding the manipulative potential of humor in

business media discourse, it acknowledges its limitation in scope to Russian and English-language

media. The cultural specificity of humor suggests that findings may not be universally applicable across

different linguistic and cultural contexts. Further research could investigate the role of humor in business

media discourse in other languages and cultural settings to offer a more global perspective on humor’s

manipulative power. Additionally, considering the impact of humor on specific audience demographics

within the business community could yield more tailored recommendations for LSP teaching.

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Malyuga E. N. (2024). Manipulative potential of humor in business media discourse: Drawing up a “Starter pack” for LSP

teaching, International Journal of Cognitive Research in Science, Engineering and Education (IJCRSEE), 12(1), 133-143.

Conclusion

The study explored the manipulative potential of humor in business media discourse, with a

particular focus on its application in language for specific purposes (LSP) teaching. Adopting a functional

approach, the study examined the interconnection between humor and linguistic manipulation across

Russian and English-language business media, specifying the distinct stylistic mechanisms catering for

humor’s persuasive, focus-setting, and entertaining functions. The investigation exposed the critical role

of humor in simplifying and rendering complex business concepts accessible to a broader audience,

thereby enhancing engagement, and influencing audience perceptions and attitudes. By examining 299

utterances from business media, the study demonstrated the varied applications of humor, fulfilling its

goal of outlining effective strategies for LSP students to recognize and apply humor’s manipulative power.

Key findings from the analysis emphasize the critical role of humor in business media discourse

and demonstrate its capacity to bridge linguistic and cultural divides and to tailor business narratives in a

manner that resonates with diverse audiences. Through the examination of 299 utterances from a variety

of business media sources, the study has identified a “starter pack” of tools essential for developing

LSP students’ abilities to recognize and wield humor’s manipulative power effectively. This toolkit equips

students with the skills to discern the manipulative intent behind humorous statements and empowers

them to craft their own humor in a professional context, mindful of its potential to persuade and influence.

Study findings will benefit LSP educators, students and professionals in the fields of business

communication, marketing, and public relations. By integrating the identified humorous linguistic strategies

into LSP curricula, educators can offer students a solid framework for understanding and leveraging

humor in business discourse. This preparation is crucial for navigating global business communication,

where the strategic use of humor can distinguish effective communicators and leaders.

Moreover, this study advocates for a conscientious approach to teaching the manipulative potential

of humor, emphasizing the ethical considerations inherent in its use. As we prepare the next generation of

business communicators, instilling an awareness of the power of humor to shape opinions and behaviors

is paramount. It is essential to facilitate a critical understanding of humor’s dual capacity to enlighten and

manipulate. This way, educators can equip students with a powerful communicative tool, as well as the

discernment to use it wisely and ethically in the global marketplace.

Acknowledgements

The reported study was funded by Russian Science Foundation, project number 23-28-00505

“Manipulative rhetoric in modern English business media discourse: the functional pragmatic analysis”.

Conflict of interests

The author declares no conflict of interest.

Author Contributions

Elena N. Malyuga: conceptualization; methodology; formal analysis; writing—original draft

preparation; writing—review and editing. The author has read and agreed to the published version of the

manuscript.

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