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The web page states the following, "Department of Folk Studies Anthropology." We saw that the web site said " Incongruity Theory and the Anti-Joke." It also said " Further examination of incongruity theory led me this weekend to analyze a slightly new form of joke called an anti-joke. One of the things that makes normal jokes humorous as discussed in the Elliot Oring piece was that appropriate incongruity that elevates a situation to hilarity. In essence when you expect something completely different that turns a phrase or a declarative statement into a joke." The header had submission as the highest ranking optimized keyword. This keyword is followed by yard art, digital folklore, and viral videos which isn't as urgent as submission. The other words urbanfolklore.tumblr.com uses is grimms.