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.

Are you JOKING??? Humor in science communication research and practice

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.