期刊
PUBLIC UNDERSTANDING OF SCIENCE
卷 30, 期 5, 页码 552-569出版社
SAGE PUBLICATIONS LTD
DOI: 10.1177/0963662520986942
关键词
engagement; humor; mirth; science; social media; Twitter
资金
- University of Utah
Science communicators are encouraged to use humor in online engagement efforts. The experiment showed that varied levels of humor were positively associated with the likability of the communicator and motivation to follow more science on social media. However, the downstream effects of humor on motivation were found to depend on individuals' factual science knowledge.
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.
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