{"title":"No Laughing Matter: Exploring the Effects of Scientists’ Humor Use on Twitter and the Moderating Role of Superiority","authors":"A. L. Zhang, Hang Lu","doi":"10.1177/10755470221114352","DOIUrl":null,"url":null,"abstract":"This study explores the effects of two humor styles—pure humor and satire—on audiences’ Twitter engagement intentions as well as their attitudes toward mRNA Covid-19 vaccines. In an online between-subjects experiment (N = 484), these styles were embedded within a scientist’s tweet about the vaccines. The results showed that, compared to a no humor tweet, both pure humor and satire increased audience’s expectancy violation, subsequently decreasing both outcomes. Superiority as an individual trait also moderated the relationship between humor styles and both expectancy violation and Twitter engagement. These findings broaden our understanding of different humor styles in science communication on Twitter.","PeriodicalId":47828,"journal":{"name":"Science Communication","volume":null,"pages":null},"PeriodicalIF":4.6000,"publicationDate":"2022-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Science Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1177/10755470221114352","RegionNum":1,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 4
Abstract
This study explores the effects of two humor styles—pure humor and satire—on audiences’ Twitter engagement intentions as well as their attitudes toward mRNA Covid-19 vaccines. In an online between-subjects experiment (N = 484), these styles were embedded within a scientist’s tweet about the vaccines. The results showed that, compared to a no humor tweet, both pure humor and satire increased audience’s expectancy violation, subsequently decreasing both outcomes. Superiority as an individual trait also moderated the relationship between humor styles and both expectancy violation and Twitter engagement. These findings broaden our understanding of different humor styles in science communication on Twitter.
期刊介绍：
Science Communication is a prestigious journal that focuses on communication research. It is recognized globally for publishing top-quality manuscripts that demonstrate excellent theoretical frameworks and robust methodology. Our journal embraces a broad definition of science, encompassing not only the natural and physical sciences but also social science, technology, environment, engineering, and health. Regardless of the scientific area, effective communication is always the focal point of our investigations.
Apart from theoretical and methodological rigor, we place great emphasis on the practical implications of scientific communication. Therefore, we expect all submitted manuscripts to address the real-world applications and significance of their research, alongside theoretical considerations.
In summary, Science Communication is an internationally renowned journal dedicated to bridging the gap between science and society. By promoting effective communication in various scientific domains, we strive to engage readers with intriguing research that has tangible implications for the world around us.
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