Examining the use of aggressive satirical humor on perceptions of trustworthiness in communication about renewable energy

Yeo, S. K., Freiling, I., Jiyoung Yeon (Ph.D. student), Zhang, J. S., McKasy, M., Michael A. Cacciatore, Su, L. Y.-F., & Siskind, S. R. (forthcoming). “Examining the use of aggressive satirical humor on perceptions of trustworthiness in communication about renewable energy.” Science Communication.

Abstract: We examined the effects of gentle and harsh satire on perceived trustworthiness of a scientist in an audio clip. Using a three-condition between-subjects survey experiment (N = 723), we found that respondents in the experimental (vs. control) conditions reported greater perceived aggression, which was negatively associated with perceived trustworthiness of the scientist. The negative effects of the audio clips with satire on perceived trustworthiness were mediated by experienced mirth. Our results offer evidence that scientists who use satire may be seen as less trustworthy than those who do not, likely because of the aggression perceived in the jokes.