THE USE OF POLITENESS STRATEGIES BY PRABOWO SUBIANTO IN NAJWA SHIHAB’S YOUTUBE INTERVIEW “PRESIDEN PRABOWO MENJAWAB”
This study investigates the politeness strategies used by President Prabowo Subianto in a political interview with six senior Indonesian journalists. Using Brown and Levinson’s (1987) politeness theory, the study aims to identify the strategies used and the social factors influencing their use. A descriptive qualitative approach was employed to analyze President Prabowo’s utterances from a publicly broadcast interview on the Najwa Shihab YouTube channel. The data were collected through observation and note-taking and analyzed using Miles and Huberman’s (1994) interactive model. The findings show that all four politeness strategies were used, with Positive Politeness being the most frequent (28 occurrences), followed by Negative Politeness (21 occurrences). Bald-on-Record and Off Record strategies were used less frequently. Among the social factors, Social Distance had the strongest influence, followed by Rank of Imposition, while Relative Power had the least influence. The findings also indicate that journalists’ questions influenced the choice of politeness strategies. Overall, politeness in political interviews involves managing authority, solidarity, accountability, and face during ongoing interaction and public scrutiny.
A PRAGMA-STYLISTICS ANALYSIS OF DEIXIS AND IMAGERY IN @SIMPLEMAN DIGITAL HORROR THREADS
This study examines the role of deixis and imagery in creating a horror atmosphere and preserving narrative coherence in digital horror stories uploaded on the @SimpleMan Twitter account in 2024. Using a qualitative descriptive approach, the research focuses on three purposively selected horror threads containing significant pragmatic and stylistic features. Deixis is analyzed through Yule’s (2022) framework, while imagery is identified based on Nurgiyantoro’s (2019) classification. The data were gathered through observation and documentation by identifying utterances containing person, spatial, and temporal deixis alongside visual, auditory, sensory/olfactory, and motion imagery. The results indicate that personal deixis, especially third-person references, appear most frequently with 30 occurrences, reflecting the narrator’s preference for a third-person viewpoint to sustain plot continuity and emotional distance. Spatial deixis occurs 7 times and mainly directs readers toward unsettling settings, whereas temporal deixis appears only once to highlight an important event. Regarding imagery, visual imagery dominates with 23 occurrences, enabling vivid mental representation of scenes and characters. Auditory imagery appears 9 times and strengthens the frightening atmosphere through sounds such as whispers, footsteps, and laughter. Sensory and olfactory imagery occur 8 times, intensifying immersion by stimulating touch and smell sensations, while motion imagery appears once to reinforce suspenseful actions. The findings demonstrate that deixis and imagery work together to shape perspective, stimulate sensory responses, and maintain tension within the limited format of Twitter threads, thereby enriching contemporary digital storytelling discourse.
ILLOCUTIONARY SPEECH ACTS IN TASYA FARASYA’S BEAUTY PRODUCTRECOMMENDATION VIDEOS ON YOUTUBE
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.
AN ANALYSIS OF ILLOCUTIONARY SPEECH ACTS IN TIKTOK LIVE SHOPPING: A CASE STUDY OF LOZY HIJAB
The rapid growth of TikTok Live Shopping has created an interactive commercial environment where language functions as both a persuasive and relational resource. While previous studies have examined illocutionary speech acts in live shopping, limited attention has been given to their role in building seller–consumer relationships. This study investigates illocutionary speech acts in TikTok Live Shopping and their contribution to interpersonal relationship development. Using a qualitative case study, 158 utterances from three Lozy Hijab live shopping sessions were analyzed using Searle’s taxonomy of illocutionary speech acts and Knapp and Vangelisti’s relational communication model. The findings show that directive and representative acts dominate the interactions, serving to encourage purchases, provide product information, engage audiences, and reduce consumer uncertainty. Expressive and commissive acts further support emotional rapport and consumer trust. The interactions are predominantly characterized by the intensifying stage, suggesting that live commerce emphasizes sustained seller–consumer engagement rather than formal relational commitment. By integrating speech act theory with interpersonal relationship theory, this study demonstrates how illocutionary acts function as both persuasive and relational resources in synchronous digital commerce.
(IM)POLITENESS STRATEGIES AND SPEECH FUNCTIONS IN CNN INDONESIA YOUTUBE COMMENTS ON “THE LOS ANGELES WILDFIRE” NEWS
This study was conducted to determine the (im)politeness strategies and speech functions employed by Indonesian netizens in the comment threads of CNN Indonesia’s YouTube about “the Los Angeles Wildfire.” This study was motivated by the phenomenon of digital interaction that shows diverse language practices, ranging from politeness expressions to forms of impoliteness. Using a qualitative descriptive approach, this study examines 66 comments selected through purposive sampling, consisting of 15 initiating comments and 51 responding comments. The data were analyzed using a pragmatic approach based on politeness theory by Brown & Levinson (1987), impoliteness theory by Culpeper (1996), and speech function analysis by Eggins & Slade (1997), following the qualitative data analysis model proposed by Miles & Huberman (1984), which includes data reduction, data display, and conclusion drawing. The findings show that 84.8% (56 of 66) of the comments employed impoliteness strategies, while only 15.2% (10 of 66) employed politeness strategies, with sarcasm or mock politeness being the most frequently used form. In terms of speech functions, all initiating comments were categorized as statements, while the responding comments consisted of acknowledgments and contradictions. These findings indicate that interactions in online comment sections involve both supporting and confronting responses, showing that online interaction is shaped not only by disagreement but also by cooperation. This study contributes to pragmatics and discourse analysis by showing how (im)politeness strategies and speech functions operate within digital news on YouTube.
A PRAGMA-STYLISTIC STUDY OF PRABOWO SUBIANTO’S SPEECH PRESIDENTIAL INAUGURATION ON BERITASATU YOUTUBE CHANNEL 2024
This study aims to analyze the speech structure, illocutionary acts, and stylistic features used in the inaugural address of Prabowo Subianto, President of the Republic of Indonesia. The analysis was conducted using the Generic Structure Potential (GSP) framework proposed by Awoyemi and Ajayi (2023), Searle’s theory of illocutionary acts (1965), and the concept of figurative language developed by Gorys Keraf (2009). This study employed a qualitative descriptive method using the techniques of document analysis, listening, and note-taking. The results indicate that the inaugural address exhibits a discourse structure consistent with the mandatory patterns in the GSP framework. Several types of speech acts identified include assertive, expressive, directive, and commissive speech acts, while the figurative language used in the speech consists of metaphors and hyperbole. Further research is recommended to broaden the scope by comparing several inaugural speeches, rather than focusing on just one.
IDEATIONAL REPRESENTATION OF AL JAZEERA ENGLISH’S DISCOURSE ON TRUMP’S VICTORY IN THE 2024 US ELECTION: A TRANSITIVITY ANALYSIS
This study investigates the ideational representation of Donald Trump in Al Jazeera English’s coverage of his victory in the 2024 U.S. presidential election using the transitivity framework of Systemic Functional Linguistics (Halliday & Matthiessen, 2014). Employing a qualitative descriptive approach, the study analyses three news articles published between November 2024 and January 2025. The findings reveal that Material Processes (50%) and Verbal Processes (23%) are the dominant process types. These patterns construct Trump primarily as an active political actor and a prominent communicator, while Relational Processes further reinforce his institutional legitimacy. Referential choices, including personal names, pronouns, and political titles, strengthen his representation as a personalized, normalized, and institutionally validated leader. Overall, Al Jazeera English represents Trump as agentive in action, authoritative in speech, and legitimate within formal political structures. These findings demonstrate how transitivity functions as a linguistic resource for constructing political representation in international news discourse.
TRANSLATION TECHNIQUES AND ACCEPTABILITY LEVEL OF METAPHORS IN NOVEL LAUT BERCERITA BY LEILA S. CHUDORI FROM INDONESIAN TO ENGLISH VERSION
This study investigated the translation techniques and acceptability of metaphor translation in Leila S. Chudori's Laut Bercerita and its English translation, The Sea Speaks His Name. The novel was selected because it contains rich metaphorical The study aimed to identify the types of metaphors, examine the translation techniques employed, and analyze the acceptability of the translated metaphors. A qualitative descriptive research design was employed using document analysis of the source and target texts. The data consisted of 77 metaphorical expressions and their English translations, whose acceptability was evaluated through expert judgment by a university lecturer specializing in Translation Studies using Nababan et al.'s (2012) acceptability assessment model. The data were analyzed using the interactive model of Miles, Huberman, and Saldaña (2014), consisting of data condensation, data display, and conclusion drawing. The findings reveal that stock metaphors constitute the predominant metaphor type, while established equivalent is the most frequently employed translation technique. Furthermore, 59 of the 77 translated metaphors were categorized as acceptable, indicating that most translations conform to the linguistic and cultural conventions of the target language. The findings also demonstrate that translation techniques based on culturally established conceptual equivalence contribute significantly to producing natural and acceptable metaphor translations while preserving literary style and figurative meaning. Overall, the findings demonstrate that successful literary metaphor translation depends on preserving conceptual and cultural equivalence alongside linguistic meaning, thereby contributing to a deeper understanding of metaphor translation quality in literary translation.
THE USE OF CODE-MIXING IN THE TIKTOK ACCOUNT FASHION INDUSTRY @JOYBASIC.ID
This study investigates the use of code-mixing in the promotional content of the TikTok fashion account @joybasic.id. It aims to identify the types, linguistic forms, and reasons for code-mixing found in both spoken utterances and on-screen written texts. This study employed a descriptive qualitative approach using observation and documentation techniques. The data consisted of 90 instances of code-mixing collected from 51 TikTok videos uploaded between February and May 2025 and were analyzed using Hoffman's (1991) theory of code-mixing. The findings reveal that intra-sentential code-mixing is the dominant type (78 occurrences), followed by intra-lexical code-mixing (10 occurrences) and code-mixing involving a change of pronunciation (2 occurrences). Word-level insertions are the most frequent linguistic form, followed by phrases and sentences. The primary reason for code-mixing is talking about a particular topic, especially fashion-related concepts, while expressing group identity and expressing feelings occur less frequently. These findings indicate that code-mixing functions as a strategic linguistic resource in TikTok fashion promotion, enabling content creators to communicate product information more effectively while presenting a modern and engaging promotional style. This study contributes to sociolinguistic research by demonstrating how bilingual language practices are strategically employed in digital fashion marketing through the integration of spoken and written promotional discourse.
ANALYZING ILLOCUTIONARY ACTS AND IMPRESSION MANAGEMENT STRATEGIES IN F1 DRIVER CARLOS SAINZ’S INTERVIEW
This study examines the use of illocutionary acts and impression management strategies in interviews with Formula 1 driver Carlos Sainz. A qualitative descriptive method with content analysis was applied to interview videos collected from YouTube. The data were transcribed and analyzed using Searle’s illocutionary act theory and Jones and Pittman’s impression management framework. The findings show that assertive and expressive illocutionary acts dominate the data and are mainly associated with self-promotion and exemplification strategies. These strategies enable Carlos Sainz to construct a professional, competent, and emotionally balanced public image. This study contributes to pragmatics and sports communication by demonstrating how speech acts function as tools of impression management in professional athlete interviews
REPRESENTATION OF MODERN MASCULINITY ON USA'S DOVE MEN+CARE ADVERTISEMENTS (A SEMIOTIC ANALYSIS)
This research analyzes how Dove Men+Care USA advertisements represent modern masculinity and reframe male roles within cultural and commercial contexts. A qualitative approach based on Charles Sanders Peirce's semiotic framework was employed to analyze 45 scenes selected from four Dove Men+Care USA advertisements released between 2022 and 2024. The analysis focused on iconic, indexical, and symbolic signs to interpret how visual and textual elements construct meanings associated with masculinity and care. The findings show that the advertisements challenge traditional masculine ideals by emphasizing empathy, inclusivity, and caregiving while simultaneously incorporating these values into commercial branding strategies. The study contributes to masculinity and media research by demonstrating how Peirce's semiotic framework can be systematically applied to interpret representations of contemporary masculinity in advertising. It further highlights the dual function of advertising as both a medium for negotiating changing gender norms and a mechanism for embedding those meanings within consumer culture.
THE REPRESENTATION OF BEAUTY INCLUSIVITY IN DOVE’S U.S. “SELF-ESTEEM PROJECT” ADVERTISEMENTS: A SEMIOTIC STUDY
This study examines how Dove US’s “Self-Esteem Project” campaign redefines beauty through visual and verbal signs in seven advertisements released between 2019 and 2024. The objective is to reveal denotative and connotative meanings and explain how myths are constructed to challenge dominant beauty ideologies. A qualitative descriptive approach was applied using Roland Barthes’s semiotic theory of denotation, connotation, and myth. Data were collected from seven advertisements available on YouTube and Dove’s official website, focusing on layered meanings in texts and visuals to identify how beauty is socially constructed. The findings show that Dove promotes inclusivity by portraying diverse body types, ethnicities, gender identities, elderly women, and people with disabilities. Denotative and connotative meanings work together to redefine beauty as authentic and emotionally resonant, breaking away from ideals of perfection. These meanings also produce counter-myths that frame beauty as fluid, diverse, and rooted in self-esteem. This study contributes to media and cultural studies, particularly advertising, semiotics, and gender studies, and provides insights for academics and practitioners promoting inclusive media practices. The originality lies in demonstrating how advertisements function not only as marketing tools but also as cultural interventions that destabilize consumerist and exclusionary ideals, advancing discussions on representation and inclusivity.
THE POLITENESS STRATEGIES BETWEEN OFFICERS AND APPLICANTS OF PASSPORT APPLICATION PROCESS IN TPI IMMIGRATION OFFICE CIREBON
This research investigates politeness strategies employed in interactions between officers and applicants during the passport application process at the Class I Immigration Office TPI Cirebon. The study adopts Brown and Levinson’s (1987) politeness theory, focusing on bald on record, positive politeness, negative politeness, and off record strategies. A descriptive qualitative method was applied, with data collected from ten recorded conversations, transcribed and analyzed according to pragmatic and sociological variables (social distance, relative power, and rank of imposition). The results indicate that bald on record (51%) and positive politeness (47%) are the dominant strategies, while negative politeness appears rarely (2%) and no off record strategies are found. Officers often employ bald on record to ensure clarity and efficiency, whereas positive politeness is used to reduce social distance and maintain harmonious relations. Rank of imposition is the most influential sociological factor, followed by social distance and relative power. These findings highlight how politeness in institutional service contexts balances administrative efficiency with social harmony.
Keywords: Immigration, Politeness, Pragmatics, Social Variables, Institutional Communication
EXPLORING CODE MIXING IN THE DOMANI SIBLING PODCAST
This study explores the phenomenon of code mixing used by bilingual speakers in The Domani Sibling Podcast. The research aims to identify the types of code mixing and to analyze the social reasons behind its use. The study employs a qualitative descriptive method, using Hoffmann’s (1991) theory as the analytical framework. The data were collected from five episodes of The Domani Sibling Podcast on YouTube, featuring bilingual conversations between the hosts and various guest stars. The findings reveal three types of code mixing intra-sentential, intra-lexical, and involving a change of pronunciation with intra-sentential being the most dominant. The social motivations for using code mixing include discussing particular topics, expressing feelings, quoting others, clarifying speech content, and showing group identity. These results indicate that code mixing functions as both a communicative strategy and a marker of bilingual identity among young Indonesian speakers.
code mixing, sociolinguistics, podcast, bilingualism
SEMIOTIC ANALYSIS OF HOROR REPRESENTATION IN THE POSTER OF PEMBANTAIAN DUKUN SANTET
This study examines the horror film poster Pembantaian Dukun Santet (2025) through Roland Barthes’ semiotic framework. Barthes expands on Ferdinand de Saussure’s model of the signifier and signified by introducing three levels of meaning: denotation, connotation, and myth. The research employs a qualitative descriptive method with documentation techniques, analyzing visual and textual elements such as the headless body, severed head, scattered skulls, dark forest, burning torches, typography, and release date. Findings reveal that these signs function on multiple semiotic levels: at the denotative level, they explicitly depict horror imagery; at the connotative level, they evoke cultural associations with ritual killings and supernatural practices; and at the mythical level, they reproduce Indonesia’s collective beliefs about the mystical power of santet and the legitimization of violence. This study highlights how Indonesian horror film posters serve not only as marketing devices but also as cultural texts that communicate ideology and collective trauma.
DIRECTIVE SPEECH ACTS IN KUGANE MARUYAMA’S ENGLISH NOVEL OVERLORD VOLUME 16: A PRAGMATIC ANALYSIS
This study explores the types and functions of directive speech acts found in Kugane Maruyama’s English novel Overlord Volume 16, using Searle’s (1979) theory of speech acts. The research aims to identify the forms of directive speech acts and to explain their pragmatic purposes within the novel’s dialogue. The study adopts a qualitative descriptive method because the data are in the form of utterances, not numerical values. The findings show that five types of directive speech acts are used: commanding, requesting, suggesting, advising, and prohibiting, with commanding being the most dominant. These speech acts are performed by characters of different social ranks and reflect hierarchical relationships, politeness strategies, and situational contexts. The pragmatic functions include expressing authority, showing politeness, maintaining cooperation, and negotiating power. Overall, this study demonstrates that directive speech acts in Overlord Volume 16 are deeply tied to the social structure and communicative goals of the characters, illustrating how language is used to influence others in fantasy fiction narratives.
The Analysis of Code Switching and Code Mixing Used By Employees in CV. Mandiri Sejahtera Majalengka
This research investigates how employees at CV. Mandiri Sejahtera, which is exporter of rattan basket and furniture in Majalengka, applies code-switching and code-mixing in daily business communication. The purpose of this research is to analyse the types, funtions, and how established factors of code switching and code mixing used by employees in CV. Mandiri Sejahtera Majalengka. Using qualitative descriptive method, the researcher observed conversations, conducted interviews, and analyzed the language used in various work settings. The findings show that employees frequently switch between Indonesian, English, Javanese, and Sundanese, depending on the context and communicative goals. The results show that code mixing are more frequently used, with a percentage 60% for code switching and 40% for code mixing. The most common type of code switching is tag code switching with 42%, while the most common type of code mixing is hybrid insertion with 16,68%. Employees in the business workplace mentioned above use quotation more often as a function of code switching and code mixing, at 21.89%, while code switching and code mixing are used more often for taking on a specific topic. These patterns demonstrate that language flexibility is vital in fostering connection, efficiency, and adaptability in business environments. The Researcher believes that raising awareness of these language practices can enhance communication strategies in diverse workplaces and support inclusive interaction across cultures.
Onomatopoeia in the Tokyo Debunker Game At the Prologue Section
This study aims to analyse the use of onomatopoeia in the prologue of the game Tokyo Debunker, utilising Sperber and Wilson's relevance theory (1986) to understand the relationship between the onomatopoeia and the corresponding images on the panel. Meanwhile, the classification of onomatopoeic forms is made based on the theory of Wijana (2008) and the theory of Thomas and Clara (2004), which divides onomatopoeia into several categories, such as human voices, natural sounds, animal sounds, and various sound imitations. Using a descriptive qualitative research method, this study maps the types of onomatopoeia that appear in the prologue of the game and how these sounds contribute to the formation of the atmosphere and the character's interaction with the environment. The results show that most of the onomatopoeias used in Tokyo Debunker's prologue come from the categories of human voice and various sound imitations, which reflect various interactions with physical objects and human emotional expressions. Meanwhile, nature and animal sounds only appear in limited numbers but still play a role in creating a more lively atmosphere. This finding confirms that onomatopoeia serves as an important element in enhancing narrative and player experience, especially in the context of games that rely on audiovisual interaction. This article will further discuss the meaning and influence of onomatopoeia on the narrative structure in game prologues.
ILLOCUTIONARY AND PERLOCUTIONARY SPEECH ACTS IN MATA NAJWA PODCAST EPISODE “KENAPA PERLU KULIAH ALA MAUDY, ANDHIKA, & AMANDA” ABOUT HIGHER EDUCATION
This study investigates the types and functions of illocutionary acts in the Mata Najwa podcast episode “Kenapa Perlu Kuliah ala Maudy, Andhika, & Amanda.” Using Austin’s (1962) and Searle’s (1969) speech act theories, this descriptive qualitative study analyzes 72 utterances from the podcast transcript. The findings identify four types of illocutionary acts: assertive (26), expressive (20), directive (18), and commissive (8), while no declarative acts were found. Assertive acts were the most dominant, showing that the speakers mainly expressed opinions, beliefs, and experiences about higher education. Directive acts provided advice and encouragement, while expressive and commissive acts conveyed emotions and commitments. Overall, the findings show that speech acts help the speakers share information, encourage the audience, and promote positive views of higher education
ILLOCUTIONARY SPEECH ACTS IN THE FILM BUDI PEKERTI: A PRAGMATIC STUDY OF MORAL COMMUNICATION
This study analyzes illocutionary speech acts in the Indonesian film Budi Pekerti to uncover the moral and ethical values embedded in its dialogues. Using a qualitative approach with observation and documentation methods, the research identifies five types of speech acts assertive, directive, commissive, expressive, and declarative based on Searle’s (1969) framework. The findings reveal that directive acts (24%) are the most dominant, reflecting the characters’ role in giving advice, guidance, and instruction. Furthermore, pragmatic strategies such as direct, emotive/expressive, positive politeness, and persuasive approaches were found, with persuasive and positive politeness as the most frequent. These strategies demonstrate that moral messages in Indonesian culture are often delivered in a respectful and persuasive manner, aligning with Pancasila values such as responsibility, empathy, and social justice. The study concludes that language in films functions not only as a communication tool but also as a medium for moral and cultural education.
Keywords: illocutionary acts, pragmatic strategies, Budi Pekerti, moral values
AN ANALYSIS OF DEIXIS IN FLAMING COMMENTS ON @PSSI’S INSTAGRAM RELATED TO COACH DISMISSAL: CYBERPRAGMATICS STUDY
This study aims to analyze the types of deixis and flaming expressions found in comments on @PSSI’s Instagram post regarding the dismissal of coach Shin Tae Yong. Using a descriptive qualitative method, data were collected through passive observation and documentation, then analyzed using Yule’s (2022) deixis theory and Yus’s (2011) cyberpragmatics framework, supported by Taufik & Rezi’s (2022) flaming typology. The results reveal that person deixis is the most dominant, highlighting how users directly address or attack certain figures or institutions. Spatial deixis and temporal deixis appear less frequently, functioning mainly to contextualize anger or criticism. Flaming expressions are classified into anger and insult categories, encompassing subtypes such as attacking, swearing, condescending, and laughing. These findings demonstrate that deixis not only clarifies referential meaning in online communication but also reinforces emotional expression and aggression in digital discourse, offering new insight into the pragmatic use of language in social media contexts.
Keywords: Deixis, Flaming, Instagram, PSSI, Cyberpragmatics
SEXUAL CONCEPTUAL METAPHORS IN INSTAGRAM COMMENTS ON CUPI CUPITA’S ACCOUNT
This study investigated how sexual conceptual metaphors were employed to construct carnal meaning in Instagram discourse, focusing on the comment section of Cupi Cupita’s official account. Drawing on Conceptual Metaphor Theory proposed by Lakoff and Johnson and supported by Yus’s Cyberpragmatics framework, the study examined how verbal expressions and multimodal elements, particularly emojis, interacted to communicate implicit sexual meanings in online communication. A qualitative descriptive approach was employed to analyze 64 Instagram comments collected from posts published between January and April 2025. The data were identified, classified, and interpreted according to the types of conceptual metaphors and their pragmatic functions in digital interaction. The findings indicated that structural metaphors occurred most frequently, followed by ontological, orientational, metonymic, and other metaphorical expressions that represented sexuality through indirect linguistic and symbolic forms. The analysis further revealed that emojis functioned as pragmatic cues that intensified metaphorical meanings while allowing users to express sexual desire, humor, and attraction in socially acceptable ways. These findings demonstrate that sexual conceptual metaphors in social media function not only as cognitive mechanisms for conceptualizing sexuality but also as discursive resources through which users negotiate gender, desire, and cultural values in online interaction.
THE ILLOCUTIONARY SPEECH ACTS OF SOCIAL FACTORS IN IMPERFECT THE SERIES 2 (SOCIOPRAGMATIC)
This study examines illocutionary speech acts influenced by social factors in Imperfect: The Series 2 through a sociopragmatic approach. The analysis focuses on how occupation, social class, education, age, and gender shape the use of speech acts. Using a qualitative descriptive method and purposive sampling, selected dialogues were transcribed and analyzed based on Searle’s (1979) classification of illocutionary acts and Wardhaugh’s (2006) theory of social factor, supported by Brown and Levinson’s (1987) and Leech’s (1983) politeness frameworks. The findings reveal that each social factor significantly influences language use: occupation determines register and formality, social class affects directness, education influences lexical choice and code switching, age shapes illocutionary preferences, and gender affects politeness orientation. Cultural norms also play a role, with Jakarta/Betawi slang signaling solidarity, Sundanese politeness emphasizing harmony, and Papuan straightforwardness reflected in direct speech. This study concludes that illocutionary acts in media discourse are socially and culturally situated, reflecting Indonesia’s sociolinguistic diversity. The results contribute to sociopragmatic studies and provide practical insights for language education, media scriptwriting, and future research on language and identity.
AN ANALYSIS OF SLANG WORDS USED IN TIKTOK COMMENT SECTION OF LILY KENZIE’S TIKTOK ACCOOUNT : A SOCIOLINGISTICS APPROACH
This study aims to analyze various types of slang words and their roles in the comment section of Lily Kenzie's TikTok account using a sociolinguistic approach. Data was obtained through direct observation and documentation of comments containing slang terms, with a total of 35 data divided into four types, namely Fresh and Creative (2 data), Flippant (4 data), Acronyms (17 data), Imitative (1 data) and Clipping (11 data). The analysis was conducted to identify the linguistic characteristics of each type of slang and how its use reflects social identity and communication patterns in the context of TikTok. The results show that the Acronyms type is the most commonly used, serving as a tool for efficient communication and social group recognition. The Clipping type also dominates as a form of word simplification. The Fresh, Creative, and Flippant types are used to show creativity and a relaxed or humorous attitude. This study shows that the use of slang is not only an informal language phenomenon, but also a social tactic in digital interactions that strengthens the solidarity of the TikTok user community. These results are expected to contribute to sociolinguistic research on the evolution of slang on social media platforms and communication interactions among the younger generation.
REPRESENTATION OF DEFORESTATION ON GREENPEACE INDONESIA INSTAGRAM ACCOUNT: MULTIMODAL DISCOURSE ANALYSIS
This study examines the representation of deforestation on Greenpeace Indonesia Instagram account using a multimodal discourse analysis study. The purpose of this study is to explore how Greenpeace represents verbal and visual in campaigning Deforestation in Indonesia. This study uses qualitative descriptive, the data collecting and analysis techniques in this study based on Creswell 2022. The data source for this study is from the official Greenpeace.id Instagram account, data in the form of verbal and visual from 2024 posts discussing deforestation. This study uses the theory of Transitivity Systems Sfl by Halliday 2014 to analyse verbal and Visual Grammar theory by Kress & Van Leeuwen 2021 to analyse visual. The results of this study indicate that verbal and visual in Greenpeace campaign have a very strong role and relationship, With the material process in verbal form dominating with 53 data and the action process in visual form dominating with 34 visual data, Greenpeace represents its verbal and visual by defending the rights of indigenous peoples and rejecting the harmful exploitation of nature.
SPEECH ACTS ANALYSIS ON SHASA ZHANIA’S UTTERANCES ON HER TIKTOK ACCOUNT
This study aims to analyze the speech acts used by Shasa Zhania in her endorsement content on TikTok. As a well-known influencer, her utterances have the power to shape perceptions and influence followers’ behaviors. The research focused on two questions: (1) what types of speech acts are found in her utterances, and (2) how her speaker intentions are revealed based on the Intentionalist Model by Bach & Harnish (1979). Using Austin’s (1962) speech act theory, Searle’s (1969) classification, and Bach & Harnish’s framework, this study employed a descriptive qualitative method. Data were collected from seven endorsement videos through observation and documentation. The findings indicate that the most dominant speech acts are locutionary statements with 104 data: assertive (85), directive (4), expressive (14), and commissive (1). From the intentionalist perspective, constatives, directives, commissives, and acknowledgments were identified. These results suggest that Shasa Zhania strategically uses speech acts to strengthen persuasive communication in digital marketing through TikTok.
Keywords: Speech Acts, Pragmatics, TikTok, Influencer, Endorsement
THE MEANING OF EMOJI IN TIKTOK COMMENTS ON NIKITA MIRZANI MAWARDI ACCOUNT
This study examines the types and functions of emojis in comments on Nikita Mirzani Mawardi's TikTok account. The main focus of the study is to understand how emojis help create atmosphere, convey intent, and enhance social interaction on the TikTok platform. The method used is a descriptive qualitative approach by observing popular videos and collecting data from comments containing emojis. The analysis was carried out through data reduction, categorization, and the application of Ferdinand de Saussure and Marcel Danesi's semiotic theory to interpret the meaning and function of emojis. The results show that emojis are used to express emotions, provide context, and reinforce communication messages. The use of emojis is greatly influenced by the social and cultural context of users in Indonesia, thus playing an important role in shaping meaning and enhancing interaction on social media. These findings confirm that emojis are an effective and meaningful communication tool in the digital age, as well as a reflection of the dynamics of visual language and online culture today.
Keywords: emoji, semiotics, TikTok, digital discourse, meaning
THE ANALYSIS OF SARCASM AS A POLITICAL CRITICISM IN DONALD TRUMP'S INSTAGRAM COMMENTS
This study investigates sarcasm as a form of political criticism in the comments section of Donald Trump’s Instagram account. The research employs Lee and Katz’s (1998) typology of sarcasm propositional, illocutionary, and perlocutionary and Gibbs, Kreuz, & Glucksberg’s (2000) framework on pragmatic functions, including ridicule, humor, solidarity, indirect criticism, and social criticism. Data were collected from 50 comments on Trump’s posts between June 1–5, 2025. The qualitative descriptive method was used to classify sarcasm types and analyze their functions. The findings reveal that propositional sarcasm is the most dominant type (34 cases), followed by illocutionary sarcasm (12) and perlocutionary sarcasm (4). Sarcasm functions primarily as ridicule and attack, but also as humor, solidarity, indirect, and social criticism. The results highlight the role of sarcasm as both a rhetorical and pragmatic strategy in digital political discourse, reflecting how netizens employ irony to criticize authority while fostering group identity.
Keywords: digital discourse, political criticism, pragmatics, sarcasm, social media
A MULTIMODAL ANALYSIS OF FREE PALESTINE POSTERS BY ACTIVISTS ON INSTAGRAM
This study aims to analyze how verbal and visual elements construct meaning in Free Palestine digital posters shared by activists on Instagram. This research employs a qualitative descriptive approach using multimodal discourse analysis. The theoretical framework refers to Systemic Functional Linguistics (SFL) by Halliday to examine interpersonal meaning in the verbal elements, and Visual Grammar by Kress and van Leeuwen to analyze interactive meaning in the visual elements. The data consist of 20 Free Palestine-themed digital posters collected from Instagram posts shared by pro-Palestinian activists. The data were collected through observation and documentation, and the analysis was conducted using the Miles and Huberman model, which includes data reduction, data display, and conclusion drawing. The findings indicate that: (1) the verbal elements are dominated by declarative and imperative clauses that function to deliver messages and encourage action; (2) the visual elements display features such as high modality, direct gaze, close social distance, and particular angles to build emotional engagement with the audience. The conclusion of this study is that Free Palestine posters on Instagram function as multimodal texts that combine linguistic and visual strategies to communicate resistance, foster solidarity, and raise public awareness about the humanitarian crisis in Palestine.
PRESUPPOSITION AND LEGITIMATION STRATEGIES BRAND IMAGE OF AQUA ADVERTISEMENTS IN YOUTUBE
This study examines how presupposition and legitimation strategies construct AQUA’s brand image in digital advertisements on YouTube. Using Yule’s (1996) presupposition theory and Van Leeuwen’s (2008) legitimation framework, 31 advertisements from the SehatAQUA channel January 2024 until April 2025 were analyzed through a qualitative descriptive approach. The findings reveal five types of presupposition existential, factive, lexical, structural, and counterfactual with structural presupposition as the most dominant, often appearing in rhetorical questions and grammatical constructions. In terms of legitimation, all four categories authorization, moral evaluation, rationalization, and mythopoesis were identified, with moral evaluation being the most frequent. The study shows that presupposition naturalizes claims as accepted truths, while legitimation justifies them through moral, rational, and cultural grounds. Together, these strategies strengthen AQUA’s credibility and reinforce its image as a trustworthy and socially responsible brand