Previous research (Lee & Tan, 2021; Sari & Wijaya, 2022) emphasizes that virality in Southeast Asian contexts is often propelled by algorithmic amplification (platform recommendation engines) and cultural resonance (local humor, language, and shared social concerns). The “Kompilasi” format, popularized on YouTube and TikTok, serves as a low‑production, high‑shareability vehicle for content that might otherwise remain niche (Miller, 2020).
A compilation video featuring the controversy between Miss Yaya and Daddy Ash has been circulating on Indo18, a platform known for sharing viral content. The video, often referred to as a "kompilasi," has been widely shared and discussed online, contributing to the growing interest in the topic. Previous research (Lee & Tan, 2021; Sari &
has become a significant topic in Southeast Asian entertainment circles, particularly in Malaysia and Indonesia . This content typically features their comedic interactions, lifestyle snippets, and collaborations with other viral personalities like Zarina Anjoulie (Anju). The video, often referred to as a "kompilasi,"
| Theme | Frequency | Representative Quote (English translation) | |-------|-----------|--------------------------------------------| | | 42 % | “Mau nonton drama? Nggak, ini lebih lucu!” | | Lifestyle Aspiration | 19 % | “Gaya hidup Miss Yaya ngasih inspirasi fashion” | | Social Bonding | 15 % | “Nonton bareng teman, jadi bahan guyonan grup” | | Moral Concern | 13 % | “Sebagai orang tua, saya khawatir anak terpapar” | | Platform Critique | 11 % | “Indo18 terlalu cepat menyebar konten seperti ini” | | Theme | Frequency | Representative Quote (English