Michael A. Cacciatore, Yeo, S. K., Becker, A. B., & Anderson, A. A. (2023, May). “Cultivating interest in science through humor: Mirth as a leveler of gaps in science engagement,” Paper presentation at the annual convention of the International Communication Association (ICA 2023), Toronto, Canada.
Abstract: This paper expands on existing science humor scholarship by looking at an underexplored contextual factor—the identity of the speaker delivering the jokes—and how that might impact audience reception of a video featuring stand-up science comedy. In taking this approach, we focus primarily on the credentials assigned to the speaker (scientist vs. comedian), the mirth experienced by participants after viewing the video, and the trust that audience members have in both scientists and comedic media personalities. Our overarching goal is to better understand how communicator characteristics impact audience reception of funny science content, and to identify effective strategies for using humor to expand the audience for science and environmental content.
Yeo, S. K., Su, L. Y.-F., Michael A. Cacciatore, Zhang, J. S., & McKasy, M. (in press). “The differential effects of science humor on three scientific issues: Global warming, artificial intelligence, and microbiomes,” International Journal of Science Education, Part B.
Abstract: Humor is widespread in communication and its use in the context of science is no exception. Although science jokes are pervasive on social media, we are only beginning to understand the mechanisms through which humor affects people’s attitudes, opinions, and perceptions of scientific topics. Here, we add to our understanding of how funny science content influences attitude formation and behavioral intentions; these results can help communicators make strategic decisions related to humor’s use in real-world practice. Extending recent work in science communication, this study aims to understand the conditional nature of the mechanism by which funny images about three different scientific topics, combined with verbal humor, affects people’s social media engagement intentions by eliciting mirth. Our results offer evidence that choices about which humor types to employ matter when it comes to communicating scientific topics. For two of the three topics, artificial intelligence and microbiomes, exposure to different humor types resulted in different levels of mirth and humor’s effect on engagement intentions was moderated by respondents’ need for humor. However, humor did not have the same effect on global warming engagement intentions. Our findings have implications for the practice of, training, and scholarship in science communication.
