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Title: Following science on social media: The effects of humor and source likability
Science communicators have been encouraged to use humor in their online engagement efforts. Yet, humor’s effectiveness for engaging people with science remains an open question. We report the results of an experiment designed to elicit varied levels of mirth in respondents, which was positively associated with perceived likability of the communicator and motivation to follow more science on social media. Furthermore, mirth and perceived likability serially mediated the effect of the experimental manipulation on motivation and factual science knowledge served as a moderator. This indicates that, while humor might be an effective means of reaching audiences, downstream effects are likely to vary depending on individuals’ knowledge.  more » « less
Award ID(s):
1906864
PAR ID:
10231794
Author(s) / Creator(s):
; ; ; ;
Date Published:
Journal Name:
Public Understanding of Science
ISSN:
0963-6625
Page Range / eLocation ID:
096366252098694
Format(s):
Medium: X
Sponsoring Org:
National Science Foundation
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