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The Impact of Humor in Scientific Communication
Researchers are discovering that incorporating humor into scientific communication can significantly enhance trust and credibility among audiences.
A recent study from the University of Georgia reveals that when scientists use humor—especially in online platforms—they are viewed as more reliable and trustworthy. “This should encourage scientists to feel comfortable using humor in their everyday exchanges, particularly when communicating online,” stated Alexandra Frank, the study’s lead author and a doctoral candidate at UGA’s Grady College of Journalism and Mass Communication. “Humor can be an effective medium for conveying legitimate and appropriate information.”
Simplifying Complex Ideas
Scientific research often tackles intricate and challenging subjects. To engage a broader audience, researchers can simplify these ideas, and humor can play a pivotal role in this process. Frank’s study examined how the introduction of humor in science-related posts influenced the perceived likability and credibility of scientists.
The research team designed four distinct posts for X (formerly Twitter), utilizing images of two self-driving cars and delving into the science and policies surrounding artificial intelligence technology. One post featured a straightforward infographic about self-driving technology without humor, while another employed satire, humorously suggesting that the potential for human error could disrupt AI operations. A third post anthropomorphized the vehicles, showcasing them sharing facts, and a fourth had the cars themselves delivering jokes.
Finding the Funny Factor
Among the posts tested, the one employing satire and giving the cars more human attributes was deemed the most amusing. Participants expressed a stronger likelihood of trusting the scientist behind the post when they found the content humorous.
The study indicates a dual relationship between humor and credibility: while humor can enhance the perceived legitimacy of information, it also risks overshadowing factual accuracy when humor is misapplied. “It’s a double-edged sword,” noted Frank. “When humor resonates, people may accept content as valid, but it could also allow misinformation to slip through, particularly if it’s delivered casually.” In this context, individuals laughing at jokes about self-driving technology might form opinions based solely on that humorous framing.
However, the type of humor used is crucial. Excessive sarcasm or negativity can diminish credibility, the study found. Frank advises scientists aiming to broaden their reach to craft concise and clever posts while being cautious not to cause offense. “I encourage scientists to embrace humor mindfully,” she advised. “It has the potential to significantly bolster public engagement, but it must be wielded carefully to avoid diminishing scientists’ likability.”
Co-authors of the study include Michael A. Cacciatore, an associate professor at UGA’s Grady College, alongside Sara K. Yeo and Leona Yi-Fan Su.
More information: Alexandra L. Frank et al, “Wit meets wisdom: the relationship between satire and anthropomorphic humor on scientists’ likability and legitimacy,” Journal of Science Communication (2025). DOI: 10.22323/2.24010204
Citation: Using humor in communication helps scientists connect, build trust (2025, April 28) retrieved April 28, 2025, from https://phys.org/news/2025-04-humor-communication-scientists.html
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