Just kidding? Exploring the role of traditional versus counter-traditional gender role jokes on gender identity threat

Abstract While traditional gender roles have been examined in the context of online communication, less is known about the implications of encountering counter-traditional gender roles (e.g., depicting men as caring and women as independent) on social media. We investigated participants’ perceived gender identity threat upon exposure to traditional versus counter-traditional gender role jokes that targeted either men or women. An online experiment ( N = 265) using a 2 (content: traditional versus counter-traditional gender roles) by 2 (joke’s target gender: men versus women) by 2 (participant’s gender: man versus woman) mixed design demonstrated that overall, jokes targeting women elicited greater identity threat and women perceived greater identity threat than men. Moreover, the three-way interactions showed that women, in particular, perceived greater identity threat from traditional gender role jokes targeting women. The current study highlights the damaging role of the spread of traditional gender roles through humor, particularly for women’s gender identities.