What makes modern Britain laugh? How semiotics helped the BBC bridge the Humor Gap

In 2018, BBC Marketing and Audiences approached semiotic agencies with a challenging brief. They wanted to know the following: What makes modern Britain laugh? The BBC's younger audiences have been steadily drifting to other platforms and broadcasters to satisfy their need for "funny stuff." Brands that successfully leverage humor really resonate with this new modern mainstream audience, for example, Netflix, BuzzFeed, YouTube, Snapchat, and so on.

Introduction

Semiotic thinking has traditionally been seen as a tool of brand strategy and communication by examination of the category or cultural codes that surround a brand. However, increasingly, media owners are turning to semiotics to inform their programmi