Scholars from various disciplines have studied humor since
antiquity. Yet, over the centuries, these researchers have also
struggled to conceptualize a viable, well-accepted notion of humor.
Beyond pleasure and amusement, people use humor for a variety of
social functions. On the one hand, humor can cause others to like
the humorous source more, attract regard, ease conversations,
promote expression and the exchange of ideas, introduce new topics
of discussion, or smooth interactions. On the other hand, in
aggressive forms, humor can halt verbal interactions, modify the
usual rules of conversation, communicate critiques, or contribute
to the creation of subversive environments. Not All Claps and
Cheers: Humor in Business and Society Relationships is an original
research anthology that considers different angles from which to
address the use of humor by individuals, groups and business actors
in their interactions within, around, and across organizations-that
is, at the interfaces of business and society. Accordingly, the
research anthology is organized in four sections-"Humor, Business
and Society," "From Society to Business: Humor's Use and Roles in
Activist Movements," "From Business to Society: Humor's Use and
Roles in Marketing, Corporate Communications, and Public
Relations," and "Society within Business: Humor's Use and Roles in
the Workplace and in Organizations." This ground-breaking research
anthology draws on material from marketing, communications, human
resources and stakeholder theory to throw light on this poorly
understood facet of human business behavior.
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