Factors Influencing the Consumption of Humor Through Social Networks: A Case Study of FEDFE Boy Band to Chaisoro

Abstract

In this research investigation, the researchers compare the demographic characteristics, the media consumption behavior, self-status perception, social perception, and humor consumption, as well as examine the influence of these factors on changes in humor consumption. Data were analyzed using the techniques of paired sample t-test and one-way ANOVA.

            Findings are as follows: (1) The audience exhibited demographic transition at a statistically significant level from the group of young persons (21-30 years old) in the FEDFE era to the
working-age group (31-40 years old) in the Chaisoro era, which correlated with an increase in income. In the aspect of media behavior, the engagement through commenting was found to increase at the highest level (Δ   = +0.95), while self-status perception in terms of success and personal image exhibited the most prominent improvement (Δ   = +0.92). (2) The demographic factors (age and income), online media exposure (popularity and post-viewing activities), self-status perception, and social perception influenced changes in humor consumption at the statistically significant level of 0.05. Self-status perception in the aspect of self-reliance and roles towards others served as the primary drivers, resulting in higher consumption levels in the Chaisoro era in all dimensions, particularly in the aspect of the production techniques and acting roles. In conclusion, the transition of humor reflects the increasing maturity of the audience over time and the utilization of online media as a space to mirror identity and social status. Humor functions as a coping mechanism in response to evolving economic and social conditions.