ACMJ Article

Abstract

Humour is a powerful tool for effective health communication in the digital age. This study assesses the audience's perception of Aproko Doctor's humorous health content on social media. The elaboration likelihood model and source credibility theory served as the theoretical underpinnings for this study. A mixed-methods approach was employed, specifically a multi-method quantitative research design, to analyse both the content and audiences' perceptions comprehensively. 82 posts from July 1, 2024, to September 30, 2024, qualified for the content analysis as health communication posts; 393 survey responses were analysed and presented using frequency and percentage tables and charts. The findings revealed that the audience positively perceives humour in health communication because it aids understanding and recall without downplaying the significance of health matters. Most respondents (73.3%) agreed, (26.7%) were neutral, and none disagreed that humour positively influences their willingness to follow the health advice given. This study concludes that humour in health communication boosts awareness and engagement; it is perceived positively by the audience and does not alter the credibility of the health message within the Nigerian context. However, source credibility is paramount, and the use of humour for impactful health communication should be controlled to prevent misuse. This study suggests that incorporating humour in health communication within the Nigerian context, following the audience's perception, is a worthwhile strategy for improved health awareness and behavioural transformation.

Word Count: 6906

AUDIENCE PERCEPTION OF HUMOUR IN HEALTH COMMUNICATION: A STUDY OF APROKO DOCTOR'S HEALTH CONTENT ON SOCIAL MEDIA, 2025, Vol. 2, No. 1, pp. 26-39. PDF