Scientists aren’t stand-up performers, yet it seems that a joke here and there can be quite effective.

This is the finding of a recent University of Georgia research which discovered that when researchers incorporate humor into their communications — especially online — audiences tend to regard them as more trustworthy and credible.

“I believe this should encourage scientists to feel more at ease using humor in their daily communications, particularly online,” stated Alexandra Frank, the principal author of the study and a doctoral candidate at UGA’s Grady College of Journalism and Mass Communication. “Humor can still be an effective communication tool while being perceived as a valid, appropriate source of information.”

Science can evoke laughter

As scientists delve into challenging and often intricate subjects, it’s vital to distill the main concepts of the research for a broader audience. One effective method to achieve this is through a touch of humor, as noted by Frank.

Frank evaluated how incorporating humor into science-themed posts might influence the appeal and credibility of scientists and their research.

The research group crafted four posts featuring different visuals on X, previously known as Twitter.

The content revolved around two autonomous vehicles, along with the scientific and policy aspects of artificial intelligence technology.

One image displayed a drawing of two cars sharing facts about self-driving technology without any humor. Another presented the two vehicles with satire, stating, “A car approaches from the right and begins making precautionary adjustments. The other vehicle acknowledges it. Not an issue unless the slab of meat inside interferes with its A.I. mode.”

The third depicted the cars as if they were conveying the facts themselves, while the fourth featured the cars delivering the jokes.

Advantages of witty communication

So, which post received the most laughs?

The entry that employed satire and imbued the cars with human-like traits was deemed the most humorous. Respondents were also more inclined to trust the scientist when they found the posted material amusing.

Because the scientist was perceived as more credible due to the humor, people were more likely to regard their posts as factual.

“It’s a paradox. When individuals find something amusing, they view things as more legitimate. However, that humor could also replace fact when the information is inaccurate,” Frank explained.

In this scenario, those amused by the depiction of AI in self-driving cars may have formed their opinions about that technology solely based on that post.

I hope they don’t shy away from humor but use it thoughtfully … The last thing we desire is to make scientists less appealing.” —Alexandra Frank, Grady College

Nonetheless, there’s a boundary to the type of humor used. Science communication shouldn’t brim with sarcasm or negativity, as it could undermine credibility, the researchers discovered.

Frank’s guidance for science communicators aiming to grow their audience is to keep posts concise, clever, and avoid touching sensitive topics.

“I want them to embrace humor yet approach it mindfully because it has its downsides,” Frank advised. “Realize that it can greatly enhance public engagement, but scientists should exercise caution. The last thing we want is to make scientists less likable.”

This research was supported by the National Science Foundation. Co-authors include Michael A. Cacciatore, an associate professor at UGA’s Grady College, along with Sara K. Yeo and Leona Yi-Fan Su.

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