无笑之事:探索科学家在推特上使用幽默的影响和优越感的调节作用

IF 4.6 1区文学 Q1 COMMUNICATION

Science Communication Pub Date : 2022-08-01 DOI:10.1177/10755470221114352

A. L. Zhang, Hang Lu

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引用次数: 4

摘要

本研究探讨了纯幽默和讽刺两种幽默风格对受众Twitter参与意愿的影响，以及他们对mRNA - Covid-19疫苗的态度。在一项在线受试者之间的实验(N = 484)中，这些风格被嵌入到一位科学家关于疫苗的推特中。结果表明，与没有幽默的推文相比，纯幽默和讽刺都增加了观众的预期违反，随后两者的结果都有所下降。优越感作为一种个人特质也调节了幽默风格与期望违反和Twitter参与之间的关系。这些发现拓宽了我们对推特上科学传播中不同幽默风格的理解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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No Laughing Matter: Exploring the Effects of Scientists’ Humor Use on Twitter and the Moderating Role of Superiority

This study explores the effects of two humor styles—pure humor and satire—on audiences’ Twitter engagement intentions as well as their attitudes toward mRNA Covid-19 vaccines. In an online between-subjects experiment (N = 484), these styles were embedded within a scientist’s tweet about the vaccines. The results showed that, compared to a no humor tweet, both pure humor and satire increased audience’s expectancy violation, subsequently decreasing both outcomes. Superiority as an individual trait also moderated the relationship between humor styles and both expectancy violation and Twitter engagement. These findings broaden our understanding of different humor styles in science communication on Twitter.

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来源期刊

Science Communication COMMUNICATION-

CiteScore

13.50

自引率

4.40%

发文量

期刊介绍： Science Communication is a prestigious journal that focuses on communication research. It is recognized globally for publishing top-quality manuscripts that demonstrate excellent theoretical frameworks and robust methodology. Our journal embraces a broad definition of science, encompassing not only the natural and physical sciences but also social science, technology, environment, engineering, and health. Regardless of the scientific area, effective communication is always the focal point of our investigations. Apart from theoretical and methodological rigor, we place great emphasis on the practical implications of scientific communication. Therefore, we expect all submitted manuscripts to address the real-world applications and significance of their research, alongside theoretical considerations. In summary, Science Communication is an internationally renowned journal dedicated to bridging the gap between science and society. By promoting effective communication in various scientific domains, we strive to engage readers with intriguing research that has tangible implications for the world around us.