Pengaruh Ketidaksantunan Berbahasa Sosial Media Influencer Bunda Corla Terhadap Popularitasnya: Tinjauan Pragmatik Jonathan Culpeper
Abstract
Penelitian ini bertujuan menganalisis pengaruh ketidaksantunan berbahasa yang dilakukan oleh influencer Bunda Corla terhadap popularitasnya di media sosial dengan menggunakan perspektif pragmatik impoliteness Jonathan Culpeper. Data penelitian berupa ujaran dan tuturan Bunda Corla pada berbagai platform digital yang dikumpulkan melalui teknik simak, catat, transkripsi, dan dokumentasi. Penelitian ini menggunakan pendekatan kualitatif dengan analisis wacana pragmatik. Hasil penelitian menunjukkan bahwa Bunda Corla secara konsisten menggunakan berbagai strategi ketidaksantunan, seperti bald on record impoliteness, positive impoliteness, negative impoliteness, sarcasm, mock impoliteness, dan withholding politeness. Strategi ketidaksantunan tersebut tidak ditafsirkan audiens sebagai bentuk agresi verbal, tetapi sebagai gaya komunikasi performatif yang bersifat humoris, spontan, dan identitas khas dirinya. Ketidaksantunan yang ditampilkan justru menciptakan kedekatan emosional, meningkatkan interaksi audiens, serta memperkuat branding personal yang berkontribusi pada tingginya popularitas Bunda Corla. Temuan ini mengindikasikan bahwa dalam konteks media sosial, ketidaksantunan dapat berfungsi sebagai modal simbolik dan strategi komunikasi yang efektif, sehingga menantang pemahaman tradisional mengenai relasi antara kesantunan, penerimaan publik, dan citra sosial.
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