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During the COVID-19 pandemic, virologists gained a prominent role in traditional and social media in Germany; several participated in regular podcasts. Using a two-wave survey ( n = 696/361 at Time 1/2), we explore which impact the strong media presence of virologists had on media users and what role parasocial phenomena (asymmetric interactions and relationships with virologists) played. People who favored a specific virologist scored higher on various cognitive, affective, and behavioral outcomes. Exposure to the virologist was related to these outcomes and parasocial phenomena turned out as an intervening variable between exposure and subjective and objective knowledge (time 1), solace, and behavioral engagement (both times). We did not, however, find effects over time when controlling for the time 1 values, which rather speak against more long-term media effects. A higher need for leadership also predicted the formation of parasocial phenomena. We discuss the theoretical implications for the role of parasocial phenomena in science communication via digital media.

Smart speakers are becoming popular all over the world and offer an alternative to conventional web search. We conducted two experiments to investigate whether different message modalities affect credibility perceptions, which role sponsor credibility and message accuracy play, and if this role differs in the two modalities. Based on the MAIN Model by Sundar (2008) , we assumed that modality, that is, whether the information is given textually or aurally, can affect credibility assessments. To investigate this, two online experiments with a 2 (modality: smart speaker/search engine) × 2 (message accuracy: high/low) ×3 (sponsor credibility: high/low/none) mixed factorial design were conducted ( n = 399 and 398). Information presented by the voice of a smart speaker was generally perceived as more credible. Results further showed that no source attribution and low message accuracy affected message credibility less in the auditive than in the textual modality, especially for participants with less topic involvement. With this, we gained valuable insights into the role of smart speakers for information search and potential downsides of this usage.

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Communication scholars are increasingly concerned with interactions between humans and communicative agents. These agents, however, are considerably different from digital or social media: They are designed and perceived as life-like communication partners (i.e., as “communicative subjects”), which in turn poses distinct challenges for their empirical study. Hence, in this paper, we document, discuss, and evaluate potentials and pitfalls that typically arise for communication scholars when investigating simulated or non-simulated interactions between humans and chatbots, voice assistants, or social robots. In this paper, we focus on experiments (including pre-recorded stimuli, vignettes and the “Wizard of Oz”-technique) and field studies. Overall, this paper aims to provide guidance and support for communication scholars who want to empirically study human-machine communication. To this end, we not only compile potential challenges, but also recommend specific strategies and approaches. In addition, our reflections on current methodological challenges serve as a starting point for discussions in communication science on how meaning-making between humans and machines can be investigated in the best way possible, as illustrated in the concluding section.