Response is an effective tool for exercising power in humour, since it can make a person seem funny. In the same way, the lack of response can make a person seem unfunny. In this article I argue that failed jokes make a female skiing pundit on TV seem humourless and that this is due to the other interlocutors refraining from giving adequate responses. The material is from a sports programme about cross-country skiing on Swedish Television. The aim of the case study is to find out how power is exercised discursively in humour that fails and to discuss possible implications the rejections may have on notions of gender. The theoretical framework used is a feminist post-structuralist discourse analysis in combination with an analysis of internal and external control mechanisms. The discursive practice of repeated rejections of the female pundit may have consequences for her possibilities in seeming humorous.