Using humor to engage the public on climate change: the effect of exposure to one-sided vs. two-sided satire on message discounting, elaboration and counterarguing

Abstract

The research explores the differential impact of exposure to one-sided vs. two-sided satire about climate change on message processing. Analyzing experimental data (N =141) we find that one-sided satire offered by ‘The Onion’ ironically claiming that global warming is a hoax encourages viewers to engage in greater message elaboration and counterarguing. In contrast, two-sided satire offered by ‘The Weather Channel’ that makes jokes about those who believe in vs. reject human involvement in climate change is quickly discounted. We conclude by discussing the strategic value of incorporating one-sided satirical humor in communication efforts focused on climate change engagement.

Scientists as comedians: The effects of humor on perceptions of scientists and scientific messages

“…Another study found that exposure to political satire can result in more positive perceptions of the humor target due to greater message scrutiny (Boukes et al, 2015). In a scientific context, sarcastic humor in late-night television or online viral videos can increase elaboration of messages therein and the certainty that global warming is happening (Anderson and Becker, 2018; Becker and Anderson, 2019).…”

“…Research has explored the visual communication of science (e.g. late-night television), showing that humorous messages can shape individuals’ cognitive processing, learning, and perceptions of scientific issues (Anderson and Becker, 2018; Becker and Anderson, 2019; Brewer and McKnight, 2015). Another setting for humor—standup comedy—can motivate scientists to participate in communication that results in audience satisfaction (Pinto et al, 2015).…”

Laughing With Science: The Influence of Audience Approval on Engagement

“…This increased interest in funny content is not particularly surprising given the impact of humor on attitudes and behaviors documented in recent scholarship. For example, recent work has documented the positive effects of exposure to humor on engagement with the climate change debate (Anderson & Becker, 2018; Becker & Anderson, 2019; Brewer & McKnight, 2015, 2017; Skurka et al, 2018) and the value of fictional entertainment programs like The Big Bang Theory in shaping views on the theory-driven and empirical nature of science (Li & Orthia, 2016). While the quality of the learning and scientific knowledge that can result from such popular portrayals of science is still an open research question (Szu et al, 2017), the reality remains that science entertainment content—and in particular humor that engages with scientific issues, themes, and representations of scientists—is an important tool for engaging citizens, and one that requires further study.…”

Applying mass communication frameworks to study humor's impact: advancing the study of political satire

“…Viral video from comedy sites like Funny or Die continues to proliferate and grow in impact and traditional news and media organizations (e.g. The Boston Globe, The Weather Channel) have even tried to attract viewers with their own satirical offerings (Anderson & Becker, 2018;Becker, 2014b;Becker & Anderson, 2019;Peifer & Myrick, 2019). Understanding that younger viewers in particular have come to prefer more entertaining news formats over traditional content, an increasing number of media organizations are trying to adjust their offerings to better match contemporary news content affinities (Coe et al, 2008;Edgerly, 2017;Prior, 2005).…”