Article Per Year (5 Year)
p-Index From 2021 - 2026
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This Author published in this journals
All Journal Ilomata International Journal of Social Science
Yusuf Effendi
LSPR Institute of Communication and Business
Religion Humanities Education Law, Crime, Criminology & Criminal Justice Other

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The Evolution of Humor Based on Local Wisdom: Social Message Marketing Strategies in the Social Media Era Yusuf Effendi; Daniari Setiawati; Deddy Muharman
Ilomata International Journal of Social Science Vol. 7 No. 3 (2026): July 2026
Publisher : Yayasan Ilomata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61194/ijss.v7i3.2111

Abstract

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.
Co-Authors Daniari Setiawati Deddy Muharman