A social listening report from Capstone-Intel Corporation revealed that while a number of Filipinos have shown their pride for Filipino-American comedian Jo Koy for his selection as host for the 2024 Golden Globe Awards, it can be seen through the data gathered by Capstone-Intel that his online presence during the show has received a majority of negative mentions.
Capstone-Intel Corporation is a high-impact research company that uses innovative research technologies, tools, and methods to convert data and information into breakthrough insights and actionable intelligence outputs. It is committed to helping its clients solve problems, find solutions, grow markets and constituencies, build reputations, navigate risks, manage crises, and be the country’s leading private research and intelligence agency.
Background
On Sunday, January 7, 2024, Filipino-American stand-up comedian Joseph Glenn Herbert, professionally known as “Jo Koy,” hosted the 2024 edition of the Golden Globe Awards, to which he received clashes and criticisms after cracking a joke around Taylor Swift.
“The big difference between the Golden Globes and the NFL (National Football League): On the Golden Globes, we have fewer camera shots of Taylor Swift, I swear,” Jo Koy said.
According to him, the “intention” of the joke was “to make fun” of the league. However, he made headlines after the joke, with some Filipino Taylor Swift fans hitting the comedian for what they thought as “insensitive” to be pulled off.
Methodology
Capstone-Intel Corp. examined the online presence of Jo Koy in the country as a topic of discussion over the month, from January 7, 2024, to January 12, 2024, by utilizing all publicly accessible posts from social and non-social media platforms in order to gather the sentiments of the public about the comedian.
Facebook Performance
Capstone-Intel found that Jo Koy garnered a 106,409.4 engagement score for its 571 total post count, which yielded over 596,750 total reaction count. When broken down, “Facebook like” accounts for 47.2 percent of the total reactions, with 281,485. Followed by “Facebook love” with 210,258 reactions (35.2 percent), “Facebook haha” with 90,978 (15.2 percent), “Facebook sad” with 6,364 (1.1 percent), “Facebook angry” with 5,286 (0.9 percent), and “Facebook wow” with 2,381 reactions (0.4 percent).
Looking at the data, the majority of “Facebook like” and “Facebook love” reactions can be attributed to several Filipino social media users showing excessive support to the comedian particularly for his selection as a host to the esteemed awarding body. But the thing is, the third dominating reaction, “Facebook haha,” can be attributed to the controversial take of Jo Koy to Taylor Swift.
Online mentions
Capstone-Intel likewise revealed that Jo Koy received 55.8 percent negative mentions, and the remaining 44.2 percent were negative mentions. This means that the article mentions about Swift were mostly angled negatively, but the positive mentions are also worth understanding as the numbers nearly hit the negative ones, as per the data, these negative mentions are attributed to stories mentioning the contentious joke of Jo Koy against Taylor Swift.
It is also worth noting that Jo Koy received 54,366,030 social media reach, while its non-social media reach yielded over 67,141,718 non-social media reach. This means that Jo Koy became a topic of discussion for most online forums at the height of the controversy.
Top posts
In terms of top posts, the top post for Jo Koy was a Facebook post from internet personality Jack Logan, featuring the selection of Jo Koy as host of the award-giving body, which received a 19,918.7 engagement score.
This was followed by another post from content creator, Richard Mata, congratulating the Filipino-American comedian. This post yielded a total of 18,478.8 engagement score.
The third most engaging post for Jo Koy was a news post from ABS-CBN, regarding the thoughts of Jo Koy about hosting the Golden Globe Awards, yielding a total engagement score of 4,384.2.
Understanding the engagement scores of the top posts, it can be understood that Filipinos are expressing their pride for the comedian for being selected as a host. However, the succeeding posts that came next to it were about the controversial joke he cracked about Taylor Swift in the middle of the ceremony, making Filipinos aware of the insensitive joke he had thrown at the event.
