How to get a non-comedic tone at the table
It seems that, regardless of the games I run or play in, they always seem to end up with the same semi-slapstick comedy tone thanks to the other players. This means that horror games devolve into farce, gritty action is packed with dumb one-liners, failure at rolls get treated like pratfalls (even if they're not described that way by me) etc.
This is entirely independent of the type of game that is being run, and happens across different player groups.
How can I get my tables to treat games differently to this? I don't want to say "take it more seriously", it IS a game, but I'd like to at least try to get a bigger range of atmosphere and emotion into the games. But other folk always seem to default to the same light comedy, which is getting a little dull for me.