How do humorous elements work in communicating complex scientific topics? A recent study examines the effect on different target groups.
Can humour help make complex topics such as artificial intelligence accessible to a broad audience? Sabrina H. Kessler and Valery Wyss explored this question in an experimental study published in the journal merz | medien + erziehung .
Using professionally produced comedy videos, the researchers investigated how humorous science communication affects different user groups. The focus was on topics related to digital transformation, such as AI and decision-making.
The study, which involved 282 participants from German-speaking Switzerland, showed mixed results: while the videos with humour were perceived as significantly more entertaining, they had no significant influence on knowledge acquisition. The videos without humour were rated as more trustworthy. This effect was evident in all groups except those with a particular affinity for science. Regardless of the amount of humour they contained, the videos reduced concerns, fears and scepticism about AI. Among target groups with little scientific background, humour seemed to have a positive effect on knowledge generation, but this could not be statistically verified.
The authors recommend a differentiated use of humour: while it enhances the entertainment experience and potentially reaches new target groups, it should be used in a manner that is appropriate to the situation and specific to the target group. Depending on the topic and context, the reduced perception of credibility can be problematic.
Kessler, S. H., & Wyss, V. (2025). Humor in der Wissenschaftskommunikation zu KI-Themen: Die Wirkung auf verschiedene Nutzer*innengruppen. merz | medien + erziehung, 69(6), 80-90. https://doi.org/10.21240/merz/2025.6.07
The study was conducted as part of the “SciComm meets Comedy” project, funded in the first outreach call.
In addition to the publication, authors Dr. Sabrina H. Kessler (UZH) and Valery Wyss (ZHAW) invite you together with Johanna Seiwald (ZHAW) to a workshop at the “Wissenschaft im Dialog” conference on 3 and 4 December 2025 in Stuttgart. They will provide insight into the video format they have developed and discuss with participants how humorous approaches can enrich science communication and where their limits lie.