Entertainment-Education in the Context of Humor: Effects on Safer Sex Intentions and Risk Perceptions

Abstract

Past research has examined the effects of entertainment narratives on story-related behaviors, but most has focused primarily on dramatic genres rather than comedy. The present study examines how the presence or absence of pregnancy-related humor influences viewers' counterarguing, perceived severity, and intentions to engage in unprotected sexual behavior. Results were consistent with expectations in that related humor reduced counterarguing while also trivializing the severity of the consequences of sexual behavior. When the pregnancy storyline was presented in its original humorous context, viewers reported greater intentions to engage in unprotected sex than when pregnancy was presented in a more serious tone. Model testing clarified this finding by revealing the underlying mechanisms. Practical and theoretical implications are discussed.

Zombie Apocalypse: Can the Undead Teach the Living How to Survive an Emergency?

“…20 Research posits that although humor may reduce counterarguing with messages, it may also trivialize the topic. 15,19 Some verbatim responses to the survey questions suggest that trivialization of the preparedness topic may have occurred in the zombie campaign. CDC recognizes that finding the most effective approach to teaching Americans about preparedness and prompting them to get ready is crucial.…”

“…18 Humor may also undercut message persuasiveness by trivializing serious topics. 15,19 For example, in linking preparedness information to a zombie apocalypse, a "cognitive transformation" may occur, "rendering material that might otherwise be considered grave as whimsical." 20 …”

Persuasive appeals in road safety communication campaigns: Theoretical frameworks and practical implications from the analysis of a decade of road safety campaign materials

“…Trivialization of safety issues (Moyer-Guse et al, 2011). Depicting the absurdity of not taking safety measure in time…”

CDC's Use of Social Media and Humor in a Risk Campaign—“Preparedness 101: Zombie Apocalypse”

“…On the other hand, humor may also trivialize the perceived seriousness of the topic and reduce the perceived severity of behavioral consequences (Gunter & Furnham, 1984;MoyerGusé et al, 2011). Perceived severity, however, is a strong predictor of intentions to engage in health-related behaviors (Moyer-Gusé et al, 2011). This is an important finding to note, as it reveals a solid possibility that humorous zombie-related messages could reduce people's perceived severity of health emergency consequences, reducing their intentions to prepare.…”

“…For instance, the effects of humor on audiences' intentions to engage in health-related behaviors such as safe sex behaviors (Moyer-Gusé et al, 2011) and anti-smoking behaviors (Lee & Ferguson, 2002) are topics of fruitful scholarly inquiry. On the one hand, humor's lightheartedness has been revealed to reduce counter-arguing and critical thinking (Moyer-Gusé et al, 2011;Nabi, Moyer-Gusé, & Byrne, 2007), resulting in the message recipient's greater likelihood to accept the message content. On the other hand, humor may also trivialize the perceived seriousness of the topic and reduce the perceived severity of behavioral consequences (Gunter & Furnham, 1984;MoyerGusé et al, 2011).…”