Highways and Humor

Abstract

This research examines whether humor effectively communicates traffic safety messages across Variable Message Signs (VMS) and social media platforms, addressing the growing but controversial practice among U.S. Departments of Transportation. Through systematic content analysis and case studies applying the Step approach to Message Design and Testing (SatMDT) framework, this thesis reveals that humor's efficacy for safety is inconclusive, and for public sentiment is highly context-dependent, varying by platform constraints, audience demographics, and message design. While humorous messages demonstrate superior attention-getting capabilities and enhance source credibility, a critical "message discounting" phenomenon creates a gap between engagement and persuasion; audiences process humorous content more deeply yet simultaneously dismiss it as entertainment rather than actionable guidance. VMS humor faces additional challenges from severe time constraints and safety-critical contexts, while social media platforms enable more sophisticated humor strategies without distraction risks.