Hye Jin Yoon, “Humor as a Buffer to Negativity in Advertising.” Invited lecture at the School of Journalism and Advertising, Southern Illinois University, Carbondale, IL, October 24, 2022.
Abstract: In this research, we seek to provide effective message strategies to communicate stigma associated health issues such as the human papillomavirus (HPV), by exploring the roles of humor, STD information, and objective HPV knowledge. Conducted with a 2 (Humor: no vs. yes) x 2 (STD information: no vs. yes) between-subjects experiment with objective HPV knowledge as a measured moderator, findings suggested that for the lower HPV knowledge subjects, the humor ads produced higher attention to the ad, more favorable ad attitudes (Aad), and greater behavioral intention to seek HPV prevention and treatment than the no-humor ads when there is no STD information. However, when STD information was present, for the lower HPV knowledge individuals, the no-humor ads produced greater attention and more positive Aad than the humor ads. Humor and STD information in the ads did not affect higher HPV knowledge individuals. Implications for theory as well as practice are discussed.
Abstract: Scientists have long incorporated humor into their communication, whether it be in informal presentations or peer-reviewed journal articles. Though it seems evident that humor could make stodgy scientific writing more engaging and fun, where is the scientific evidence that it actually empowers science communication? In this session we will discuss research on the use of humor in scientific publications, talk about the implications and caveats of humor use, discuss examples of such use, and share experience into the benefits of using humor in scientific communication.
Abstract: Science communicators have been encouraged to use humor in their online engagement efforts. Yet, humor’s effectiveness for engaging people with science remains an open question. We report the results of an experiment designed to elicit varied levels of mirth in respondents, which was positively associated with perceived likability of the communicator and motivation to follow more science on social media. Furthermore, mirth and perceived likability serially mediated the effect of the experimental manipulation on motivation and factual science knowledge served as a moderator. This indicates that, while humor might be an effective means of reaching audiences, downstream effects are likely to vary depending on individuals’ knowledge. Paper at: https://journals.sagepub.com/doi/abs/10.1177/0963662520986942
Abstract: Humor is a popular appeal used in global advertising and with the growing use of comedic violence ads in the U.S., it is a worthwhile endeavor to see whether comedic violence ads by U.S. brands could travel globally. This research conducted three studies in three countries, chosen for their distinctively different cultural tendencies and market potential: the U.S., Korea, and Croatia. Across the studies it was found that (1) individuals in the U.S. used aggressive humor in daily life more than Koreans or Croatians, (2) U.S. had higher perceived humor and ad attitudes toward the comedic violence ad than in Korea or Croatia, and (3) U.S. individuals found the comedic violence ad funnier for themselves than for others in different cultures while Koreans thought the ad was less funny for themselves than for others in different cultures. Croatians did not have response differences between self vs. others. Theoretical and practical implications of the findings are discussed.
Abstract: Emotional appeals are encouraged when engaging with public audiences. Yet, we lack evidence of the effectiveness of using such appeals in science communication. Here we present current research on emotion and humor in online science communication. This presentation will provide an overall summary of current research in the science of science communication, knowledge about how to use humor when communicating science, and a better understanding of the effect of emotion and humor on public attitudes toward science.
Abstract: While there is mounting evidence that humor can be an effective means of engaging publics, much remains to be learned about the contextual factors that shape how audiences receive and process humorous scientific content. Analyzing data from a controlled experiment, this study explores the differential impact of exposure to stand-up comedy featuring a scientist that generates considerable laughter from the audience vs. stand-up comedy lacking audience reaction. Among the key findings, audience laughter served to heighten the affective response of viewers, and affective response was positively linked to two forms of audience engagement with science.
Abstract: The use of humor is increasingly advocated as a means of enhancing the effectiveness and visibility of science messages on social media. However, the influence of humorous scientific content on user engagement is empirically unknown. The contribution of this study is threefold. First, we conduct a content analysis of humorous scientific posts on Twitter and Instagram to shed light on the poster qualities (number of followers and number of accounts following), technical attributes (presence of emojis and visuals, and number of hashtags), and content characteristics (presence of message purposes and humor types). Second, using regression models, we examine how these poster and message attributes are associated with multi-dimensional engagement with the posts in the form of liking, retweeting, and commenting. And third, this study investigates subtypes of humor (e.g., satire, wordplay, and anthropomorphism) embedded in funny scientific messages and their effects on engagement. These findings have implications for science communication practices on social media.
Abstract: While there is mounting evidence that humor can be an effective means of engaging publics, much remains to be learned about the contextual factors that shape how audiences receive and process humorous scientific content. Analyzing data from a controlled experiment (N = 217), this study explores the differential impact of exposure to stand-up comedy featuring a scientist that generates considerable laughter from the audience vs. stand-up comedy lacking audience reaction. Among the key findings, audience laughter served to heighten the affective response of viewers, and affective response was positively linked to two forms of audience engagement with science.