New Study Explores How Satirical Humor Affects Trust in Scientists Talking About Renewable Energy
Can a joke undermine trustworthiness? New research from University of Utah communication scholars Professor Sara Yeo and Assistant Professor Isabelle Freiling, made possible through a collaboration with Hello SciCom, examines how different styles of satire can shape public trust in science communicators.
Published in the journal Science Communication, their article, "Examining the Use of Aggressive Satirical Humor on Perceptions of Trustworthiness in Communication About Renewable Energy," investigates how satire—specifically gentle vs. harsh forms—affects the perceived trustworthiness of scientists who use humor to talk about renewable energy technologies.
Using a three-condition between-subjects experiment with over 700 participants, the authors tested reactions to audio clips about enhanced geothermal systems (EGS), a promising renewable energy technology.Participants were randomly assigned to listen to a scientist use either gentle satire, harsh satire, or no satire at all.
The results reveal a paradox: while satire can increase audience engagement and provoke mirth (a sense of amusement), it may also come at a cost to the communicator’s trustworthiness. Respondents who listened to satirical audio clips—whether gentle or harsh—reported higher levels of perceived aggressiveness compared to those in the control condition. This perceived aggression was negatively associated with how trustworthy they found the scientist. In other words, even well-intentioned humor may undermine trust, not because of the satire itself, but because the audience senses a level of hostility in the jokes. This study was made possible with jokes provided by Hello SciComm.
Reflecting on her experience, Professor Sara Yeo says,
"Collaborations with practitioners of science communication are crucial to advancing our understanding of various tactics for strategic communication in the context of science, risk, energy, and the environment. Our findings were somewhat unexpected given existing research linking humor with positive outcomes for science engagement, so the collaboration with science comedy writers was not only important to the research, but fun as well!"
The study contributes to a growing body of research that aims to understand how humor affects audience perceptions in science and environmental communication. As the stakes of public understanding grow higher in conversations about climate and energy, this work offers valuable insights for scientists, communicators, and media creators alike.
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