Humorous complaining as a problem-framing strategy: a case study of comedic ideation processes

Problem framing is central to design innovation, allowing practitioners to redefine problem spaces by challenging assumptions and disrupting cognitive routines. Nonetheless, systematic strategies for generating novel problem framings, particularly those oriented toward problem finding and redefining, remain underexplored in design research. This study explores humorous complaining as a generative strategy for problem framing, concentrating on its potential within Speculative Critical Design (SCD). Defined as a playful yet critical expression of dissatisfaction, humorous complaining operates rhetorically and cognitively to expose overlooked issues, destabilize norms, and spark alternative perspectives. In this paper, we identify seven humor-based framing strategies through conducting qualitative content analysis and thematic analysis of 20 episodes from the Korean YouTube comedy series. The findings suggest a framework of how comedy practices can expand designers’ framing repertoires by offering accessible, emotionally resonant, and speculative entry points into complex issues. By positioning personal dissatisfaction as a resource for creative inquiry, this study contributes a novel strategy that bridges humor theory and SCD practice.