Tongue-in-cheek is a term used to refer to humor in which a statement, or an entire fictional work, is not meant to be taken seriously, but its lack of seriousness is subtle. The Oxford English Dictionary defines it as "Ironic, slyly humorous; not meant to be taken seriously".
Tongue-in-cheek fiction seems to abide by the conventions of an established serious genre, but gently pokes fun at some aspects of that genre, while still relying on its conventions. Examples of tongue-in-cheek films are A Midsummer Night's Sex Comedy, Shaun of the Dead, Demolition Man, True Lies or Hot Fuzz. Note that these films are still faithful to their genre (musical, zombie, action, spy, and police-thriller respectively) and are much more subtle than out-and-out parodies such as Airplane! or Scary Movie.
Tongue-in-cheek is also a growing form of humor amongst generation X-ers, i.e. people in their mid 30's. This form of speech will be found in their every day communications with others. An example of this tongue-in-cheek humor display would perhaps be the referencing of ones self by using only their first initial and adding "man" to the end, i.e. Sean would refer to himself as "S-man." This self-referencing is not meant to be taken seriously but is delivered in a subtle even serious way, leading those around to believe that the person still feels that this is a modern and perhaps even "hip" way to introduce and refer to himself/herself when speaking with others. There is a kernel of truth there, but the fact that not everyone catches the humor is part of the attraction of its use.
The Oxford English Dictionary's earliest recorded use of the term was in a 1933 when a Times Literary Supplement review described Shooting the Bull as "a tongue-in-the-cheek march through newspaperdom". It appeared in Webster's Dictionary the following year.
One of the earliest records of the expression is in The Fair Maid of Perth, by Sir Walter Scott in 1828
"The fellow who gave this all-hail thrust his tongue in his cheek to some scapegraces like himself."
Its use was recorded again in 1845 by Richard Harris Barham, the English novelist and poet in The Ingoldsby Legends:
He fell to admiring his friend's English watch.
He examined the face,
And the back of the case,
And the young Lady's portrait there, done on enamel, he
Saw by the likeness was one of the family;
Cried 'Superbe! Magnifique! (With his tongue in his cheek)
Then he open'd the case, just to take a peep in it, and
Seized the occasion to pop back the minute hand.
Mary Morris (1988). Morris Dictionary of Word and Phrase Origins. HarperCollins. ISBN 0-06-015862-X.
The Rev. Richard H. Barham (1921). The Ingoldsby Legends or Mirth and Marvels. Oxford University Press.
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