Why we can easily remember jingles but not jokes
From Natalie Angier’s “In One Ear and Out the Other” (The New York Times: 16 March 2009):
In understanding human memory and its tics, Scott A. Small, a neurologist and memory researcher at Columbia, suggests the familiar analogy with computer memory.
We have our version of a buffer, he said, a short-term working memory of limited scope and fast turnover rate. We have our equivalent of a save button: the hippocampus, deep in the forebrain is essential for translating short-term memories into a more permanent form.
Our frontal lobes perform the find function, retrieving saved files to embellish as needed. And though scientists used to believe that short- and long-term memories were stored in different parts of the brain, they have discovered that what really distinguishes the lasting from the transient is how strongly the memory is engraved in the brain, and the thickness and complexity of the connections linking large populations of brain cells. The deeper the memory, the more readily and robustly an ensemble of like-minded neurons will fire.
This process, of memory formation by neuronal entrainment, helps explain why some of life’s offerings weasel in easily and then refuse to be spiked. Music, for example. “The brain has a strong propensity to organize information and perception in patterns, and music plays into that inclination,” said Michael Thaut, a professor of music and neuroscience at Colorado State University. “From an acoustical perspective, music is an overstructured language, which the brain invented and which the brain loves to hear.”
A simple melody with a simple rhythm and repetition can be a tremendous mnemonic device. “It would be a virtually impossible task for young children to memorize a sequence of 26 separate letters if you just gave it to them as a string of information,” Dr. Thaut said. But when the alphabet is set to the tune of the ABC song with its four melodic phrases, preschoolers can learn it with ease.
And what are the most insidious jingles or sitcom themes but cunning variations on twinkle twinkle ABC?
Really great jokes, on the other hand, punch the lights out of do re mi. They work not by conforming to pattern recognition routines but by subverting them. “Jokes work because they deal with the unexpected, starting in one direction and then veering off into another,” said Robert Provine, a professor of psychology at the University of Maryland, Baltimore County, and the author of “Laughter: A Scientific Investigation.” “What makes a joke successful are the same properties that can make it difficult to remember.”
This may also explain why the jokes we tend to remember are often the most clichéd ones. A mother-in-law joke? Yes…