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.