The Efficacy Of Humor In Climate And Environmental Communication: A Systematic Literature Review On Global And Indian Implications

Abstract

Communicating climate change effectively remains a persistent challenge, as fear-based and information-dense narratives often overwhelm or disengage audiences. Humor has recently gained attention as an alternative communication strategy that can lower resistance, enhance message recall, and foster affective engagement. While research from Western contexts underscores humor’s persuasive potential, its relevance to the Global South, particularly India, has not been systematically examined despite the region’s acute climate vulnerabilities and communication complexities. This paper presents a systematic literature review on the efficacy of humor in climate and environmental communication, with emphasis on its applicability within Indian contexts. Employing the PRISMA framework (Preferred Reporting Items for Systematic Reviews and Meta-Analyses), a structured search was conducted across Scopus, Web of Science, and Google Scholar for studies published between 2000 and 2025. Of 246 records identified, 37 peer-reviewed articles met the inclusion criteria for synthesis and analysis. The findings highlight humor’s dual role: as a peripheral cue within the Elaboration Likelihood Model that facilitates message processing, and as a cognitive-affective device explained by Incongruity and Relief Theories. The review concludes that humor, when culturally contextualized, can enhance public engagement with environmental issues in India, though risks of trivialization remain.