The Evolution of Humor Based on Local Wisdom: Social Message Marketing Strategies in the Social Media Era
DOI:
https://doi.org/10.61194/ijss.v7i3.2111Keywords:
local humor, youtube, social messaging, framing theory, log in season 3Abstract
This study analyzes the framing of humor based on local wisdom as a social message delivery strategy on the YouTube platform, with a specific focus on the 'Log In Season 3' playlist. Using the qualitative content analysis method of video units and audience responses in the comment column, this study dissects the persuasion mechanism in digital narratives. The findings suggest that framing local humor plays a strategic role in normalizing criticism of sensitive issues such as gender stigma, religious tolerance, and mental health. Humor serves as a de-escalation mechanism that lowers audience resistance through peripheral pathways in the Elaboration Likelihood Model (ELM), where the communicator's attractiveness and credibility are the main cues for "smuggling" moral messages. The analysis indicates that the reactualization of local cultural identities increases emotional engagement, transforming audiences from passive consumers to active participants who reflect messages in digital public spaces. This study concludes that local humor acts as an effective gateway to break through psychological barriers in the discourse of complex social issues in Indonesia.
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Copyright (c) 2026 Yusuf Effendi , Daniari Setiawati , Deddy Muharman
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