Not Just Funny After All: Sarcasm as a Catalyst for Public Engagement With Climate Change
Abstract
Sarcastic content is prevalent in online social media, although little research has explored its effects. In this study, we examine how exposure to one-sided versus two-sided sarcastic perspectives on climate change shapes beliefs about climate change. We find that exposure to one-sided messages that use irony to deride those who believe that climate change is a hoax (presented in The Onion) raises belief certainty in and perceived risk of climate change for those who do not already believe climate change is an important issue (N = 141). The two-sided message (presented by The Weather Channel) does not show any effects.
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Biographies
Ashley A. Anderson (PhD, University of Wisconsin-Madison) is an assistant professor in the Department of Journalism and Media Communication at Colorado State University. Her research interests include public opinion and public engagement around issues of science and emerging technology, particularly in the online communication environment. She completed a postdoctoral research fellowship in the Center for Climate Change Communication at George Mason University.
Amy B. Becker (PhD, University of Wisconsin-Madison) is an associate professor in the Department of Communication at Loyola University Maryland in Baltimore, MD. Her research explores public opinion toward controversial political issues and the effects of exposure and attention to political entertainment, including late-night comedy. Her Twitter handle is @amybree.
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Article first published online: July 13, 2018
Issue published: August 2018
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Published online: July 13, 2018
Issue published: August 2018
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