ILLOCUTIONARY SPEECH ACTS IN TASYA FARASYA’S BEAUTY PRODUCTRECOMMENDATION VIDEOS ON YOUTUBE

Abstract

This study examines the types and communicative functions of illocutionary acts employed in beauty product recommendation videos by Tasya Farasya, a prominent Indonesian beauty influencer on YouTube. Drawing on John R. Searle’s (1976) theory of illocutionary acts, the study identifies and analyzes utterances according to their intended communicative functions. A qualitative descriptive approach was employed using data collected from seven beauty product recommendation videos published in 2024. The data were obtained through observation and documentation techniques and analyzed by classifying the utterances into four categories of illocutionary acts: assertive, directive, expressive, and commissive. The findings reveal that assertive and expressive acts occur most frequently in the selected videos. Assertive acts are primarily used to describe product characteristics, evaluate product performance, and convey factual or experience-based information, whereas expressive acts communicate personal feelings, evaluations, and emotional responses toward the products. These findings demonstrate that different types of illocutionary acts serve distinct communicative functions in beauty product recommendation discourse. This study contributes to pragmatic research by providing insights into the use of illocutionary acts in digital influencer communication and expanding the understanding of speech act realization in online beauty content.