ParasaEkonomiya: Filipino Youths' Reception of Selected Filipino Viral Videos of 2015
#ParasaEkonomiya: Filipino Youths' Reception of Selected Filipino Viral Videos of 2015
The involvement of humor in the various media texts produced by Filipinos offers an understanding of the Filipino character and culture. This research mainly involves an audience reception study which was aimed to identify how Filipino youth received the selected Filipino viral videos of 2015 uploaded on Facebook as a representation of the Filipino humor. This study utilized Stuart Hall’s Encoding - Decoding Model of Communication and James Carey’s Ritual Perspective of Communication as basis for interpreting the data gathered. Survey questionnaires were disseminated in order to find out how respondents decoded various elements of the viral videos. The selected Filipino youth received the representation of the Filipino humor in various ways. Although the participants agreed that the videos do reflect the Filipino humor, they still interpreted the Filipino viral videos in several ways: 1) Humor as a major part of the Filipino character such as it is combined with the expression of the Filipino traits of being confident, carefree and talented; 2) Internet sensation’s way of self-expression and entertainment primarily characterized by funny personality and entertaining quirks; 3) Promotion of modern kinds of Filipino comedic act and language use, mainly exhibited through the use of exaggerated movements and utterance of witty lines.