THE HIDDEN MEANING OF HUMOR IN KAI HUA ROH MAGAZINE IN THE YEAR 2016

Abstract

This study of the hidden meaning of humor in “Kai Hua Roh” Magazine in the year 2016 aims to analyze hidden meanings of humor that are semiotically conveyed through cartoons displayed in 43 volumes of “Kai Hua Roh” Magazine issued in 2016. The study bases on a semiotic conceptual framework, mainly using a textual analysis theory and Avner Ziv’s social function of humor theory as tools to interpret humor gags in order to understand Thai society in some dimensions through the culture of humor and its hidden messages.

The research shows that the hidden meaning of humor in gags can be at most perceived within the deepest recognition, which is cultural recognition. The found hidden meanings of humor in the studied Kai Hua Roh magazine can be categorized into 4 groups as shown in descending order of the numbers of specific cultural gags. Group 1: Social phenomena. This group reflects changes of Thai way of life in the capitalist society. The changes were used to create critical mocking, ironic and satirical humor gags. Group 2: Gender and LGBTQ. This reflects the root of Thai culture of patriarchy. Women objectification discourse is mostly shown both intentionally and unintentionally in the magazine’s gags. Even though, Thai culture is considered open-minded in terms of sexual variations, being LGBTQ is still a reason to be mocked and teased. Group 3: Genre. This group reflects fundamental concepts of Thai and international culture portrayed in humor gags and a sense of humor through both Thai and international works, including literature, folktales, short-stories, novels, Radio and TV drama series, movies, and music etc. The hidden meaning of this group is a revelation of interactive interchange between traditional and liberal societies which was used to create humor gags. Group 4: Beliefs in Thai society. This group represents ideas of a younger generation toward Thai ancient beliefs. Jokes and gags are used by a new generation in a way to ridicule old beliefs. In conclusion, the culture of humor and its hidden meanings are an essence of Thai culture as an implement to loosen the intensity of criticism in order to avoid any abrupt confrontations. These cultural mindsets and beliefs are deeply rooted and inevitably growing to form the Thai thinking and ways of life which will continue to carry on in Thai society.