Social Media Animation as a Technology for Cultural Knowledge Transmission Among Gorontalo Youth

<p>This study examines how narrative animation distributed through social media can support culturally grounded language exposure among young people, using the Gorontalo language as a case study. In response to weakening intergenerational transmission and the dominance of short video platforms in youth media routines, the study investigates whether culturally infused micro-stories can attract engagement and positive reception when delivered in a format that aligns with platform consumption habits. The study integrates an audience preference survey of 112 youth aged 17 to 25; descriptive analysis of Instagram activity from the @puluwawpii account between November 5 and December 4, 2025; and sentiment classification of textual responses from Instagram comments and post-viewing questionnaires. Results show that youth prefer short, humorous, and relatable narratives; that Reels generate higher reach and interactions than static content during the distribution period; and that audience responses are predominantly positive across spontaneous comments and reflective statements. The findings suggest that social media animation can function as a practical pathway for cultural and linguistic exposure by combining narrative relatability with conversational framing, while future research should test whether repeated exposure translates into measurable recall or reuse of Gorontalo expressions.</p>