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COMMUNITY:
Peer-reviewed article

Using humor to engage the public on climate change: the effect of exposure to one-sided vs. two-sided satire on message discounting, elaboration and counterarguing

August 26, 2019 | Media and Technology

The research explores the differential impact of exposure to one-sided vs. two-sided satire about climate change on message processing. Analyzing experimental data (N =141) we find that one-sided satire offered by ‘The Onion’ ironically claiming that global warming is a hoax encourages viewers to engage in greater message elaboration and counterarguing. In contrast, two-sided satire offered by ‘The Weather Channel’ that makes jokes about those who believe in vs. reject human involvement in climate change is quickly discounted. We conclude by discussing the strategic value of incorporating one-sided satirical humor in communication efforts focused on climate change engagement.

TEAM MEMBERS

  • Amy Becker
    Author
    Loyola University Maryland
  • Ashley Anderson
    Author
    Colorado State University
  • Citation

    ISSN : 1824-2049
    DOI : 10.22323/2.18040207
    Publication Name: Journal of Science Communication
    Volume: 18
    Number: 4
    Resource Type: Research Products
    Discipline: Climate
    Audience: General Public | Museum/ISE Professionals | Scientists
    Environment Type: Media and Technology | Broadcast Media | Websites, Mobile Apps, and Online Media | Comics, Books, and Newspapers

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