Legitimate and appropriate science communication: The effects of anthropomorphic and satirical humor on source credibility
Alexandra Frank, Michael A. Cacciatore, Yeo, S.K., & Su, L. Y.-F. (2023, May). “Legitimate and appropriate science communication: The effects of anthropomorphic and satirical humor on source credibility.” Paper presentation at the annual convention of the International Communication Association (ICA 2023), Toronto, Canada.
Abstract: Scientists struggle to keep the public’s trust and attention long enough to adequately communicate evolving scientific issues and developing technologies like artificial intelligence. Research has shown humor to be an effective way to communicate scientific issues on social media. However, little is known about how the different subtypes of humor affect source perceptions. This study provides empirical evidence that two common humor types, satire and anthropomorphism, can increase source likability and perceptions that the source of the scientific information in the humor attempt is appropriate and legitimate.