Visual and Contextual Cues for Distinguishing Skits from Real-Life Videos on Digital Media: Analysis of Select Mark Angel Comedy Skits and Channels TV Eye Witness Reports

Background: Monetisation of video viewership on digital platforms such as Facebook, Tik-Tok and You-Tube has increased the number of content creators on the digital space. This comes in addition to the traditional motive of persuasive communication. This development comes with the challenge of identifying and differentiating scripted contents from real-life contents in online videos as sometimes, scripted contents have been misunderstood as real-life situations and vice versa, forcing media consumers to take opposite and inappropriate decisions. Objective: This study investigated the visual and contextual cues that differentiate skits from real contents in online videos to properly equip both content creators and consumers with cues to look out for. Method: This research involved a content analysis of six digital videos from popular skit makers—Mark Angel Comedy, and authentic real-life content from outlets— Channels TV’s "Eye Witness Report." Three videos were selected from each category. The analysis focused on the differences in the visual and contextual cues that signal the scripted or authentic nature of the content, including elements like visual aesthetics, sound design, and audience engagement. Result: Findings reveal that visual elements create a distinct stylistic difference between skits and real content, and contextual cues significantly influence audience perceptions of authenticity and relatability. Conclusion: The multimodal cues such as visual, auditory, textual, gestural, contextual, and editing elements are critical in helping audiences differentiate between scripted and real-life content. Polished visual aesthetics, controlled environments, choreographed movements, and carefully designed audio in skits contrast with the raw, unedited, and unpredictable nature of real-life videos. Unique contribution to knowledge: This research enhances the understanding of how multimedia communication operates in the digital landscape, offering insights for media consumers, content creators and marketers aiming to effectively decode or convey intended messages. Key recommendations: Digital contents consumers should look out for these cues for their safety while enjoy contents on the digital space as there is a relationship between those cues and the meaning in the contents as deeply emphasised by the social semiotics theory.