Focus Group Research and TV Comedy Audiences

Abstract

This article reflects on some aspects of the use of a focus group approach to study audience engagement with TV comedy. Drawing on empirical data, it focuses on the conflict between the serious discourse of academia and the humorous discourse of TV comedy. The discussion contrasts descriptions of ‘naturally occurring’ TV comedy talk with the analytical discussion encouraged within the focus groups, and highlights that participants often undermined the seriousness of academia through the use of verbal humour. By focusing on how participants negotiated the research setting, the article helps address the under-researched area of TV comedy audiences, as well as the need for reflection on methodological issues in qualitative audience studies.