Scientists Find Humor Boosts Trust and Credibility in Online Communications

Using humor in communication can help scientists connect with the public, build trust, and make complex topics more accessible. This finding comes from a recent study conducted by the University of Georgia that examined the impact of humor on the perceived credibility and likability of scientists, particularly when communicated online. Alexandra Frank, the lead author of the study and a doctoral candidate at UGA’s Grady College of Journalism and Mass Communication, believes this research should make scientists feel more comfortable incorporating humor into their daily communication. “You can still maintain your credibility as a legitimate source of information while adding a touch of humor,” she explained. To test this hypothesis, Frank and her team created four different posts about self-driving car technology and the associated scientific and policy implications. These posts were published on X, formerly known as Twitter. Each post used the same basic image featuring two cars but varied in the level and type of humor included: The first post simply presented facts about self-driving car technology. The second post added a satirical element, with the caption: “A car approaches from the right and begins making precautionary adjustments. The other car acknowledges it. Not a problem unless the slab of meat inside interferes with its A.I. mode.” The third post anthropomorphized the cars, with the vehicles presenting the facts themselves. The fourth post combined anthropomorphism with humor, having the cars tell the jokes. The results were illuminating. The post that used satire and gave the cars human-like characteristics was rated as the funniest. Moreover, respondents who found the content humorous were more likely to perceive the scientist as credible and trustworthy. This positive association not only boosted the scientist's reputation but also increased the likelihood that the audience would accept the information as factual. However, the study also highlighted a potential downside to using humor in science communication. While humor can enhance credibility, it can also lead people to accept false information more readily. For instance, those amused by the humor about AI in self-driving cars might form incorrect opinions about the technology based solely on the post. Frank advises science communicators to use humor thoughtfully. “I want them to feel comfortable using humor, but to do so mindfully. Too much sarcasm or negativity can backfire and undermine credibility,” she said. The goal is to engage the audience without causing offense or spreading misinformation. Keeping posts short, clever, and positive can help achieve this balance. The study was funded by the National Science Foundation, and Frank’s co-authors include Michael A. Cacciatore, an associate professor at UGA’s Grady College, as well as Sara K. Yeo and Leona Yi-Fan Su. Overall, the research suggests that humor can be a powerful tool for science communication. It not only makes information more engaging and relatable but also enhances the trust and credibility that scientists need to effectively share their findings. By carefully crafting their messages, scientists can leverage humor to bridge the gap between complex scientific concepts and the general public, fostering better understanding and connection.