Humor in the Attention Economy: Uses and Gratifications of Digital Comedy and Its Impact on Audience Engagement in Short-Form Video Platforms

Tri Adi Sarwoko; Iwan  Armawan; Karmanto; Melati

doi:10.63922/ijevss.v5i03.5013

Tri Adi Sarwoko Department of Communication Science, Universitas Mpu Tantular, Jakarta, Indonesia
Iwan Armawan Department of Communication Science, Universitas Mpu Tantular, Jakarta, Indonesia
Karmanto Department of Communication Science, Universitas Mpu Tantular, Jakarta, Indonesia
Melati Department of Communication Science, Universitas Mpu Tantular, Jakarta, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.5013

Keywords: Audience engagement, Digital comedy, Humor gratification, Short-form video, Uses and gratifications theory

Abstract

This study investigates how humor-based gratifications influence audience engagement in digital comedy content within short-form video platforms. Grounded in Uses and Gratifications Theory, the research examines the psychological and social motivations underlying users’ interaction with humorous digital content, particularly in algorithm-driven environments such as TikTok, Instagram Reels, and YouTube Shorts. The study applies a quantitative explanatory design using survey data collected from active social media users aged 17–40 years who frequently engage with digital comedy content. The analysis focuses on key gratification dimensions, including entertainment, stress relief, social interaction, and identity expression, and evaluates their effects on audience engagement behaviors such as liking, commenting, sharing, following, and content revisiting. The findings indicate that humor gratification significantly predicts audience engagement, with entertainment and stress relief emerging as the most dominant factors influencing user behavior. In addition, audience satisfaction is identified as a significant mediating variable that strengthens the relationship between humor gratification and engagement outcomes. These results suggest that humor functions not only as a form of entertainment but also as a psychological mechanism that enhances emotional regulation and social connectivity in digital environments. The study contributes to the extension of Uses and Gratifications Theory by positioning humor as a distinct gratification construct within contemporary digital communication ecosystems. Practically, the findings provide insights for content creators and digital platforms to optimize engagement strategies by emphasizing emotional resonance and relatability in humorous content.

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