Daily Brain Snack: Humour Boosts Trust in Science
Recent research shows that using humour on science social media posts boosts credibility and trust
I know you’ve done a lot on communication skills - what do you recommend when using humour?
Yes, I have done a lot on communications skills over my professional life and research on communication still fascinates me. The question with humour does come up quite often and my general advice is, use humour if you are comfortable but be careful of cultural differences.
This research published at the end of April was interesting because it looked at scientists and how they communicate.
Can scientists be humorous?
The cheek! Of course, they can. Remember, by some descriptions I am also a scientist. I also know a lot of humorous scientists - they are after all very normal people not some sort of cold ultra-rational geeks that may be portrayed in popular literature.
And what did using humour do to their communication?
Alexandra Frank et al. of the University of Georgia in the USA conducted experiments on social media by posting on various topics and using different types of posts, straight facts, or with various forms of humour such as satire.
What they found is that those posts that used humour, specifically satire, were rated as more credible and trustworthy. Also, logically, increasing trust in the scientist themselves.
Oh wow that’s good news.
Yes indeed, and they also noted that this increase in trust also leads to believing the information presented more - which is good if it is accurate information but not so good if the information is not so accurate!
Is this a general human behaviour - trusting those with humour more?
Good question, I will have to look into that. My gut feeling says it is probably likely - but maybe that’s me and my preference for humour. This study only looked at scientific-based posts on social media.
So the advice on humour in communication is now what?
Well, based on this my advice is do use humour in your communication - especially if you are a scientist. But still be careful - the study also noted that too much satire or negativity had the opposite effect.
Reference
Alexandra L. Frank, Michael A. Cacciatore, Sara K. Yeo, Leona Yi-Fan Su
Wit meets wisdom: the relationship between satire and anthropomorphic humor on scientists' likability and legitimacy.
Journal of Science Communication, 2025; 24 (01)
DOI: 10.22323/2.24010204