Media Analysis of Sexist Humor Content about Culture of Uang Panai on Social Media

Abstract

The development of social media, particularly TikTok, has changed the way culture and social values are represented in digital spaces. This study aims to analyze the representation of sexist humor in bride price cultural content on the TikTok platform using Stuart Hall's representation theory. The method used is a qualitative approach with media analysis of video content depicting humorous narratives related to the practice of bride price in Bugis society. The results of the study show that humor content on TikTok represents women as objects of economic transactions through the “unboxing” format that resembles consumer culture. Humor in this content functions as a normalization mechanism that makes messages with sexist and patriarchal nuances more acceptable to audiences. Furthermore, this representation also reflects the reproduction of patriarchal ideology in digital spaces, where men are portrayed as holders of economic power while women are positioned as objects to be 'acquired.' Nevertheless, the meaning formed is dynamic because the audience plays an active role in the process of meaning-making through interaction on social media. This study asserts that social media is not only a space for entertainment but also an arena for the construction of meaning that influences the formation of gender perceptions and culture in society.