Ferguson on Facebook: Political persuasion in a new era of media effects

In 2014, media outlets deemed political satirist John Oliver's show the best of the year. Described as “the online water-cooler,” his show has become a talking point for many on social media. In this study, we tested the effects of such political comedy and the influence of social pressure in a simulated Facebook environment (N 1⁄4 189). Participants in this experiment were asked to view a video clip from Oliver's show (high or low salience topic) and in two of the four conditions, a series of Facebook comments contradicting Oliver's views (as a form of social pressure) were provided. Results support a messageconsistent persuasive effect of political comedy for both high and low salience issues but finds that message-incongruent commentary reduces this persuasive effect. Thus, the current study provides further insight regarding persuasive effects of sharing political information on social media and new opportunities for exposing entertainment seekers to politics. © 2015 Elsevier Ltd. All rights reserved.