LiNGUA Jurnal Ilmu Bahasa dan Sastra (ISSN Print: 1693-4725 and E-ISSN: 2442-3823) is a peer-reviewed biannual journal published in June and December by the Laboratory of Information and Publication, Faculty of Humanities, Universitas Islam Negeri Maulana Malik Ibrahim Malang. The journal has been accredited as SINTA 2 since December 2018, valid until June 2027 (view certificate). It publishes original research or conceptual articles focusing on linguistic issues in diverse branches, such as sociolinguistics, discourse analysis, critical discourse analysis, pragmatics, stylistics, corpus linguistics, and related areas. In the realm of literature, the journal encompasses literary history, literary theory, literary criticism, and related topics involving written texts, films, and other media. Additionally, the journal welcomes contributions on cultural studies and linguistic analysis in classroom discourse. Articles written in English or Arabic are preferred. Since 2023, LiNGUA has signed a cooperation agreement with the Linguistic and Literature Association (LITA) Indonesia. See the MOU here. The registration and article submission guidelines can be downloaded here. The article template can be downloaded here.
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LINGUISTIC IDENTITY NEGOTIATION ON TIKTOK: GLOCAL PRACTICES OF INDONESIAN CONTENT CREATORS
This study examines how Indonesian content creators negotiate their linguistic identity on TikTok, striking a balance between global and local influences through glocalized practices. Drawing on qualitative content analysis of 75 viral videos and in-depth interviews with 15 creators, this research examines how code-switching, hybridized language forms, and culturally-specific expressions are strategically used to construct online identities. The study adopts a qualitative, interpretive research design that integrates digital ethnography, multimodal discourse analysis, and semi-structured interviews in order to capture both observable linguistic practices and creators’ own reflections on their language choices. The video corpus was selected through purposive sampling from Indonesian TikTok accounts with substantial audience engagement, representing diverse content genres, geographic regions, and sociolinguistic backgrounds. Each video was analyzed for lexical, grammatical, pragmatic, and multimodal features, including spoken language, captions, visual cues, and interactional elements, to identify recurring patterns of linguistic identity negotiation. The findings identify four negotiation strategies: strategic multilingualism, cultural-linguistic hybridization, performative authenticity, and audience-adaptive communication. These categories were developed through iterative coding and thematic analysis, supported by qualitative analysis software, allowing patterns emerging from the content to be systematically compared with insights from creator interviews. Interview data further illuminate the motivations behind creators’ linguistic decisions, their perceptions of audience expectations, and their awareness of platform affordances that shape communicative behavior. These strategies demonstrate how creators intentionally shift between standardized Indonesian, regional dialects, English, and emerging digital vernaculars to engage diverse audiences while maintaining cultural authenticity. The study indicates that TikTok provides a dynamic space where creators both challenge and reinforce linguistic hierarchies. Creators’ language practices are shown to be deeply intertwined with platform logics, including algorithmic visibility, temporal constraints, and multimodal affordances, which together influence how linguistic identities are performed and interpreted. By connecting local practices with global digital trends, Indonesian creators not only reflect the nation’s complex sociolinguistic landscape but also exercise cultural agency in shaping new forms of expression in transnational spaces. These findings are interpreted through the theoretical lenses of glocalization, sociolinguistic scaling, and digital linguistic citizenship, situating Indonesian creators within broader debates on language, power, and identity in digital communication. The findings contribute to understanding digital linguistic practices and highlight the Global South’s role in the evolving digital culture.
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MORPHOLOGICAL TYPOLOGY OF THE GORONTALO LANGUAGE: AFFIXATION AND REDUPLICATION IN AN AUSTRONESIAN LANGUAGE OF SULAWESI
The Gorontalo language, an Austronesian language spoken in Sulawesi, exhibits rich morphological processes that remain under-documented. As one of the regional languages of Eastern Indonesia, Gorontalo represents a crucial yet underrepresented component of Austronesian linguistic diversity, making its systematic description both timely and necessary. This study investigates its morphological typology, focusing on affixation, reduplication, and agglutinative structure to determine how words are formed and how the language fits within Austronesian morphological frameworks. The investigation is situated within contemporary debates in typology that view morphological systems as dynamic and sensitive to social and communicative pressures. While Gorontalo language is increasingly threatened by the dominance of Indonesian and declining intergenerational transmission, this research prioritizes structural analysis to capture its core morphological mechanisms before potential attrition accelerates. This urgency reflects broader concerns in language endangerment studies, where loss of morphology often precedes large-scale grammatical erosion. Employing a qualitative descriptive design, primary data were collected through field interviews with native speakers across various age groups and social backgrounds. The inclusion of multiple generations allows the study to capture ongoing morphological change alongside established usage patterns. Complementary data were drawn from oral narratives, traditional expressions, and informal conversations. Thematic analysis identified recurring morphological patterns, with attention to both form and sociocultural context. The analysis categorized affix types, examined reduplication functions, and assessed the degree of agglutination versus fusion in word formation. Results indicate that 18 active affixes (10 prefixes, 5 suffixes, and 3 confixes) were identified, demonstrating a highly productive system of affixation as the primary word-formation strategy. Reduplication functions flexibly, not only for plurality but also for aspect, intensity, and lexical derivation. Gorontalo displays predominantly agglutinative morphology, with clearly segmented morphemes combined cumulatively. However, morphophonemic fusion and simplified usage among younger speakers suggest a transitional typology, reflecting ongoing structural change. This study contributes empirical detail to Austronesian linguistics by documenting the morphological dynamics of an understudied language. These findings have direct pedagogical and typological implications, supporting language preservation initiatives, the development of local curricula, and the design of digital tools such, as morphological analyzers and learning applications. It challenges static typological classifications and offers practical insights for language preservation, local curriculum development, and digital documentation tool.
CROSS-CULTURAL PRAGMATICS OF INDONESIAN SPEECH ACTS BY FILIPINO YOUTUBE CONTENT CREATOR
In Indonesian digital space, recently, there has been a noticeable increase in Filipino gaming content creators speaking in Indonesian. This phenomenon is interesting because it shows that the digital platforms have become key spaces for intercultural communication, identity expression, and language interaction in modern society. However, research on Indonesian speech acts used by foreign speakers, particularly Filipino content creators, is still very limited. Therefore, this study aims to examine how Filipino content creators perform Indonesian speech acts in digital communication. Several Indonesians and Filipinos creators, who is communicating in the digital space, were selected as the data source due to their high audience engagement and consistent use of Indonesian in digital communication. Such communication practice makes them appropriate representatives of cross-cultural language practices in online environments. Through a qualitative analysis, the specific eight hours of video data were transcribed and categorized according to Austin and Searle’s speech act framework (locutionary, illocutionary, and perlocutionary). Such categorization is displayed into tables to identify patterns of use. This systematic analytical procedure enhances interpretive reliability and reveals recurring pragmatic patterns within naturally occurring discourse. The study identified a total of 97 speech acts produced by Filipino content creators. The analysis shows that Filipino content creators tend to use illocutionary speech acts with harsher language and a sarcastic style. Furthermore, content creators also use locutionary acts that employ descriptive sentences and informal or casual language. Meanwhile, in perlocutionary acts, content creators generally receive positive responses from their audience, which is most likely influenced by the entertaining and light-hearted nature of their videos. These findings indicate that Filipino content creators, despite being non-native Indonesian speakers, demonstrate strong pragmatic awareness by strategically performing social actions, managing interpersonal relations, and sustaining audience engagement. Their speech reflects how digital contexts facilitate pragmatic experimentation, enabling second-language users to adapt linguistic resources to interactional goals such as persuasion, rapport-building, and identity construction. This study contributes to the development of cross-cultural pragmatic studies and can serve as a reference for teaching Indonesian as a foreign language in the digital era by emphasizing the pedagogical value of authentic digital discourse in fostering learners’ pragmatic competence and intercultural communicative skills in real-world communication.
GRAMMATICAL PROCESS OF AFFIXES FORMING ASPECT AND MOOD IN TALAUD LANGUAGE
Languages with extensive morphological systems offer valuable insights into how grammatical meanings are encoded through structural patterns, particularly in lesser-studied agglutinative languages where affixation plays a central role. This study offers an in-depth exploration of the morphological structure of the Talaud language, focusing on the vital role of affixes as indicators of aspect and mood. Understanding this complicated affixation system embraces significant importance in enriching knowledge of linguistic diversity, especially in agglutinative languages that often receive limited scholarly attention. To address this gap, this research examines how morphological marking in Talaud functions not only as a structural mechanism but also as a key determinant of grammatical meaning, enabling a more precise understanding of verbal organization within the language. Through qualitative methodology, functional analysis tools were employed to investigate how even the smallest components within predicates contribute to grammatical meaning. Data collection involved engaging with native speakers through elicitation and comprehensive interviews, enabling access to authentic language use and the significance attributed to affixes in everyday communication. These procedures ensured that the study reflected naturally-occurring linguistic behavior and demonstrated how morphological forms operate within spoken discourse. Research findings reveal that affixes in Talaud consistently maintain sentence meaning, even when certain linguistic features are substituted, illustrating the stability and resilience of the language’s grammatical system, in which morphological processes preserve semantic integrity across structural variations. Identified categories include inceptive, progressive, perfective, and cessative aspects, along with imperative and optative moods, each realized through specific affixation patterns that encode temporal contours and modal attitudes within the predicate. These findings reflect how the affixation system in Austronesian languages governs grammatical meaning independently, ensuring functional stability across syntactic environments and revealing important typological parallels with other agglutinative systems. By elucidating the complexities of aspect and mood in Talaud, this study deepens understanding of its linguistic characteristics and underscores the importance of documenting underrepresented languages, ultimately contributing to a broader and more inclusive perspective on linguistic diversity and highlighting the cultural significance embedded within the Talaud language. Future research is encouraged to explore Talaud across broader discourse contexts and through sociolinguistic, psycholinguistic, and longitudinal perspectives in order to capture the interaction between grammatical structure, language use, and social change.
WAR, TRAUMA, AND FEMINIST CONSCIOUSNESS IN KATOUH’S NOVEL AS LONG AS THE LEMON TREES GROW
This study aims to explore the intersection of war, trauma, and feminist consciousness in Zoulfa Katouh’s As Long as the Lemon Trees Grow (2022). Katouh is a Syrian-Canadian novelist who is concerned about empowering female victims of their war trauma The demonstration of the dynamic circumstances that suppress and challenge the protagonist, Salama, to navigate her gendered experiences during the Syrian civil war, makes the current study as intersectional study. Intersectionality is a common term that connects the involvement of race, gender, class, and sexuality, which complicates an individual’s experiences in certain situations. Using Hooks’ intersectional feminism and Herman’s feminist trauma theory, the analysis reveals how Salama’s suffering and resilience during the war may create a feminist consciousness that challenges both patriarchal oppression and Western misconceptions about Middle Eastern women. Using a qualitative textual analysis, this study selects and examines primary data from the novel to unfold the intersectionality. Key narrative moments were primarily gathered to uncover how Salama’s trauma differs from that of her male counterparts due to the gendered burdens she bears. The study ultimately shows that her experiences of post-traumatic stress disorder (PTSD) and hallucinations are mainly intertwined with societal expectations and moral responsibilities. This situates her in a dual role, as a caregiver and a freedom fighter, intensifying her psychological and social struggles. Despite this burden, Salama’s resistance to oppression and her active role in advocating for freedom, especially for women, may be considered as subversion against the dominant Western narratives that often regard Arab women as passive or voiceless. Her journey particularly exemplifies the transformative power of trauma, portraying that survival and resistance against the oppressive war are essentially feminist acts. Katouh's novel thus offers a fresh perspective on feminist resistance within the context of war, showing how trauma can catalyze empowerment and social change while also revealing that Salama’s exceptional survival cannot represent the many women whose suffering remains unheard and demands a more inclusive feminist response. This research contributes to broader discussions on gendered trauma in conflict zones and encourages further interdisciplinary and comparative studies to explore unexplored themes that may expose urgent humanitarian concerns affecting women in war-torn regions.
CONSTRUCTING IDENTITY AND PERSUASION THROUGH LANGUAGE: A STUDY OF CAMPAIGN SLOGANS IN MALANG
The 2024 Indonesian legislative election marked a significant phase in the evolution of political communication, especially at the local level, where candidates have limited access to mass media platforms. In urban areas such as Malang, East Java, Indonesia, where the population includes a large number of first-time voters, campaign strategies shifted toward outdoor media, like billboards. Though brief, these visual texts carry persuasive and symbolic linguistic elements. Language becomes a key instrument through which candidates seek to construct identity, establish cultural proximity, and influence voter behavior. Analyzing these linguistic choices is crucial to understanding how political messages are shaped by and respond to local social contexts. This study aims to investigate how language is used to construct identity and persuasion in the campaign slogans of local legislative candidates in Lowokwaru District, Malang City. The study explores how linguistic elements reflect strategies of self-representation and persuasion, as well as how these slogans accommodate the sociocultural values of their target audience. This research focuses on understanding the textual structure and communicative functions of these slogans. Using a qualitative descriptive approach, this study applies Halliday’s Systemic Functional Linguistics (SFL) framework to examine twenty-four campaign slogans displayed in public spaces near three major universities in Malang. Each slogan is analyzed through the three metafunctions: ideational, interpersonal, and textual. Additionally, these slogans are interpreted based on the situational context, particularly field, tenor, and mode. The data were collected through visual documentation and were analyzed using clause-based linguistic analysis. The findings reveal that most slogans employ relational and material processes, imperative moods, and high-modality expressions to deliver direct and emotionally-charged appeals. Candidates strategically use inclusive, religious, and culturally-embedded phrases to build rapport with voters. Although these slogans are textually short, they are also thematically cohesive and structured to enhance memorability. The use of local and Islamic expressions underscores a deliberate alignment with the sociocultural identity of young, religious voters. This study contributes to political discourse analysis by demonstrating how campaign slogans function not only as persuasive tools but also as social semiotic instruments for negotiating identity, and ideology. It offers insights into how language use in political campaigns reflects broader sociopolitical dynamics, especially in regions where localized values and youth demographics play a central role in electoral engagement.
FORMS OF LOCAL WISDOM IN THE SPEECH DISCOURSE OF THE PUGER FISHERMEN COMMUNITY, JEMBER
The Puger fisherman in Jember, East Java Province, Indonesia, represents the local community on the south beach of East Java. The open attitude of the Puger fisherman forms unique communication characteristics and is supported by the pendalungan culture, i.e., a melting pot between the Javanese and Madurese cultures. This socio-cultural configuration positions the Puger fishermen as a multilingual and multicultural speech community whose communication practices are shaped by continuous cultural contact and adaptation. This allows communication events to be interpreted beyond the linguistic aspect, as they can be interpreted as a discourse of local wisdom that is full of meaning and values, which had so far escaped the attention of many researchers. In this sense, communication is not merely a medium for transmitting information but functions as a cultural practice that embodies social norms, identity construction, and collective knowledge. This article describes the communication wisdom of the Puger fisherman, which describes the form and value system in communication among them. The authors employed ethnographic communication methods based on speech obtained through observation and direct involvement in the communication events. This process produced recorded data, which was then reduced into speech data representing wisdom in communication. The results of data reduction were then analyzed using SPEAKING, which resulted in the classification of speech based on domain, theme, and socio-cultural aspects, which were present in the communication event. From this classification system, the authors can find the local wisdom of the Puger fishermen in their communication. The analytical focus on Hymes’ SPEAKING framework enables a comprehensive interpretation of communication as situated action shaped by setting, participants, purposes, norms, and genres. The communication wisdom of the Puger fisherman was represented by their lingual aspects and value systems. Lingual aspects were represented in their straightforward structure and diction, choice of language variations, and communication patterns. Meanwhile, local wisdom at the value system level was represented in language impressions; prohibitions on njangkar, njambal, and mapas; as well as intonation and gestures in communication. These features demonstrate how linguistic choices and communicative behavior are systematically governed by culturally embedded principles of respect, hierarchy, solidarity, and social harmony. The fishermen community’s communication patterns form wisdom in the discourse structure, contributing to how they plan their decisions and communicate their strategies to prevent social vulnerability and manage conflicts.
STREAMING SELVES: VULGAR LANGUAGE, CODE-MIXING, AND HYBRID COMMUNAL IDENTITY OF AN INDONESIAN LIVE-STREAMER
This paper examines how an Indonesian live-streamer and his audiences create a hybrid communal identity by using vulgar language and code-mixing with reference to the popular YouTube livestream @deandeankt. With the digital medium transforming the world into a global village, the streaming culture in Indonesia provides a distinct perspective into how localized linguistic practices interact with global trends in the internet. The interpretivist-constructivist paradigm applied in the current case study research was aimed at understanding the way language and interaction produced hybrid identities. It gathered linguistic and paralinguistic data of @deadndeakt’s livestream for 90 minutes with netnography and thematic analyses. According to the study, abusive swearing (e.g., "kontol [dick]", "goblok [stupid]") represents 89.3 percent of the vulgar language and serves as playful insults, which enhance group cohesion. Emphatic swearing ("Anjing! Gua kalah! [Bitch! I lost!]") and cathartic swearing (“Ngentot, mic-nya rusak! [Fuck, the microphone is broken!]”) increase the emotional involvement. Intra-sentential blends, especially code-mixing (“Brightness-nya kita bikin tiga kali [We increase the brightness threefold]”), prevails in 85 percent. Other examples combine English gaming slang (template, unarchive) with Indonesian structure and local dialects, like a Javanese swear word (“Cok [Damn]”). Pronunciations, such as BTW [read in Indonesian: be te we] are even more localized global terms. It is analyzed that the vulgar language usage assists in persona creation and building of relationships with the audience, creating a tight-knit, exclusive community in which such language represents belonging and emotional release, despite its offensiveness in the larger society. Moreover, streamers combine Indonesian and English with gaming jargon to successfully appeal to their bilingual audience, so that they could be technically accurate and still fit into the global gaming cultures. These activities form a hybrid identity, where speakers possess a strong sense of Indonesian culture but are consistent with international trends, which strengthens group exclusivity. The results draw attention to live-streaming as a contact zone in which language negotiates belonging, which disrupts strict cultural boundaries. The study highlights the sociolinguistic innovativeness of online communities and recommends future research on offline effects of these online linguistic norms and the effects of the hybrid identities and communicative practices used in live-streaming communities on daily language, social interaction, and identity formation in the real world. The authors also suggest cross-cultural comparative research to find out whether the phenomena are specific to the Indonesian situation or have they become a global trend.
FRAMING ANALYSIS OF LANGUAGE USE IN INTERNATIONAL MASS MEDIA ON THE SYRIAN COASTAL CONFLICT
The circulation of mass media becomes more extensive in the digital era. It is undeniable that mass media has a vital role in presenting various news topics, including political, economic, and social topics, as well as international conflict issues. Amid a fast and massive flow of information worldwide, the media conveys facts and composes narratives that can influence people's perspectives on reality. International mass media were invigorated by a violent conflict that occurred in the coastal region of Syria, involving Syrian security forces and armed rebels who were strongly suspected of being loyalists of the couped Bashar al-Assad regime. This has become a global public spotlight, especially for countries in the Middle East. Many international mass media have also reported the chronology of the clashes that claimed hundreds of lives from various perspectives. Therefore, this research is important to understand how mass media consciously or unconsciously shape opinions and contribute information through framing techniques. This research aims to analyze framing strategies and identify the news focus of three international mass media that actively report on global issues, including the conflict in Syria, i.e., Al Jazeera, BBC, and CNN. This paper employed the descriptive-qualitative research method with the framing analysis approach based on the model developed by Pan and Kosicki. Data were collected through documentation and note-taking techniques on the three mentioned mass media. The analysis technique was carried out by identifying framing elements, which include four structures; the syntax, script, thematic, and rhetoric structures, in the analyzed news texts. This identification revealed differences and similarities of the three mass media in preparing news. The results of this study show that in presenting the same issue, each media outlet uses different framing strategies. However, in some structures, there are similarities in the use of common terms. This difference in framing impacts the construction of meaning that is conveyed to readers. This finding is crucial as it shows that framing is not only an editorial strategy but also a powerful tool to shape public insights and opinions. This research contributes to the study of applied linguistics and communication in understanding how language is used as a bridge in interpreting a news discourse as public information media.
FROM OFFICIAL SPEECH TO PUBLIC EMOTIONS: A PRAGMATIC DISCOURSE ANALYSIS IN POLITICAL COMMUNICATION
In today’s political communication, spontaneous statements by public officials spread quickly through digital media and strongly influence public opinion. Because these statements are produced without careful preparation, they often trigger intense emotional reactions and public polarization. However, systematic linguistic research on this phenomenon, especially in the Indonesian context, remains limited. The present research aims to examine the forms of speech acts in spontaneous political utterances, the patterns of public response they generate, and the sociolinguistic contexts that shape their interpretation. This study uses a qualitative approach with pragmatic discourse analysis, integrating Austin’s (1962) and Searle’s (1969, 1979) speech act theory, stance detection for public response analysis (ALDayel & Magdy, 2021), and Hymes’ (1974) Speaking model in a three-stage framework. This combination enables simultaneous examination of linguistic structures and sociolinguistic contexts. Data were drawn from ten unplanned statements by the Regent of Pati, Central Java, Indonesia, during a doorstop interview, recorded and shared via the official YouTube channel. Findings show the speech acts comprised directives (50%), commissives (40%), and representatives (10%). Directives, often challenging or commanding in a provocative tone, were the main triggers for criticism (67.7%) and sarcasm (6.1%) on social media. Commissives, emphasizing an uncompromising stance, strengthened perceptions of resistance to dialogue and mobilized regional opposition (26.2%). Representative acts, framed as claims “for the people,” failed to mitigate criticism and instead raised debates on credibility. Stance detection revealed polarization: 67.7% of responses fell into the Against category, 26.2% indirectly aligned with Favor toward opposition movements, and 6.1% employed sarcasm or humor as symbolic resistance. No neutral or purely informative responses were found. Hymes’ Speaking model identified contextual amplifiers, including the interview’s confrontational setting, direct targeting of individuals, and rapid digital dissemination, which intensified virality and polarization. The absence of diplomatic political language, despite formal freedom of expression, contributed to perceptions of arrogance. Overall, the study demonstrates that the form, tone, and context of spontaneous political speech acts significantly shape public responses. Provocative directives and rigid commissives escalate polarization, while unsupported representative claims fail to restore credibility. The implication is that public officials need to communicate in a more convincing, open, and careful manner, as well as pay attention to the long-term impact of their choice of words, tone, and media used, especially in an era of openness and rapid flow of information on social media.
UNVEILING MORPHOSYNTACTIC PATTERNS IN SUBTITLES FOR DEAF AND HARD-OF-HEARING VIEWERS IN “A QUIET PLACE”
Subtitles for the Deaf and Hard-of-Hearing (henceforth SDH) are key to guaranteeing equal access to audio-visual media content for hearing-impaired viewers. In this study, the authors analysed morphological forms and affixations used in the movie A Quiet Place directed by John Krasinski in 2018 to see how much the inflectional and derivational characteristics, parts of speech, collocation patterns, and clause patterns play a role in creating a successful SDH. This study is significant as it addresses a missing link in SDH research, such as the morphological structure of SDH, specifically affixation, affects readability, access, and logical flow of Subtitles for the Deaf and Hard of Hearing. The linguistic representation of SDH, with its capacity to be used as an aide for viewers’ comprehension, may therefore be appreciated under the spirit of inclusive media. The study addresses the types of queries that are the largest on certain morphological forms in sound-based filming and how these amounts can help readers understand the narrative. In this study, SDH components were subjected to comparison, organization, and trimming in order to determine the expressions of types and frequency of affixation, their distribution across word lexical categories, and syntax co-occurrence. Data were collected through a close analysis of the SDH script, which was tagged for inflectional and derivational morphemes, clause types, and collocational alternatives. Lexington Functional Grammar’s (henceforth LFG) structural appurtenance underlies the morphological process of how language contributes to SDH, compositionally focusing on understandability and easier access for the Deaf and Hard-of-Hearing audiences. Compared with derivational forms, the results show a preponderancy of inflectional affixation (196 instances) of suffixes -ing, -ed, and -s. In addition, 166 SDH items were included in terms of sound, and a great number of them were concrete nouns, which helped to establish situational comprehension. Simple clauses (81 cases) and noun+verb phrases (60 cases) were common, suggesting a less subtle direction for cognitive simplification. This study shows the idea that conscientious linguistic decisions (e.g., preference in inflectional suffixes and syntactic complexity reduction) can enhance the narrative experience of Deaf and Hard-of-Hearing viewers. It also contributes to the linguistics theory that morphosyntactic simplification, ellipsis, and restructuring cross cut principles of economy and audio-visual translation by covering the linguistic form corresponding to filmic silence as well as to aural and visual representation.
FROM VIEWS TO CHECKOUTS: LINGUISTIC LANDSCAPE AND AIDA MODEL ANALYSIS OF INSTAGRAM AND TIKTOK ADVERTISEMENTS
The rising dominance of short-form video platforms like Instagram and TikTok in the digital marketing ecosystem has transformed how commercial messages are crafted, consumed, and acted upon. These social media platforms no longer function solely as communication spaces but also as visually-dynamic marketplaces where textual and multimodal elements play crucial roles in influencing consumer behavior. Within this context, examining the linguistic landscape (hereinafter, LL) of advertisements and their alignment with persuasive marketing principles becomes crucial to understanding how digital advertising drives user engagement and purchasing behavior. This study aims to investigate how Attention, Interest, Desire, Action (henceforth AIDA) marketing principles are represented in the LLs of TikTok and Instagram ads. Specifically, this research examines the integration of visual-textual elements and persuasive techniques in selected advertisements through the combined lens of LL analysis and the AIDA model. Using a qualitative-descriptive approach, this study analyzed fifty advertisements (25 from Instagram and 25 from TikTok) selected using the purposive sampling method based on four criteria. The analytical framework comprised two components: (1) an LL analysis to categorize language choice, typography, and multimodal integration elements, and (2) an AIDA-based coding scheme to evaluate how each ad captures attention, sustains interest, evokes desire, and prompts consumer action. Data were manually coded and thematically interpreted. The findings reveal that advertising on both Instagram and TikTok exhibits a linguistically rich landscape, with bilingual content (Indonesian–English) being most prevalent, and a smaller yet significant presence of multilingual advertisements (Indonesian–English–Thai), especially on TikTok. Moreover, AIDA principles were consistently observable in both platforms, effectively covering the stages from attention to action. However, Instagram advertisements are generally more straightforward and geared toward long-term engagement, while TikTok ads adopt a more narrative-driven approach with a focus on short-term impact. TikTok ads tended to be more emotionally-evocative and action-oriented, while Instagram ads emphasized polished branding and aesthetic appeal. By combining LL analysis and AIDA principles, this study bridges linguistic and marketing perspectives on digital advertisements. The findings contribute to understanding how digital consumer spaces function as hybrid LLs and offer insights for content creators, marketers, and scholars seeking to design impactful, culturally resonant advertisements on short-form video platforms. The study emphasizes the need for advertisers to align linguistic strategies with persuasive structures to maximize reach and conversion in the competitive realm of social commerce.
INDONESIAN ENGLISH ACCENT: PRIDE, PREJUDICE, AND INTELLIGIBILITY
This narrative examines the Indonesian English (IE) accent as a complex site of sociopolitical and linguistic negotiation within the broader context of the global expansion of English and the increasing diversification of its users, where the status of localized English varieties has become a central concern in contemporary sociolinguistics and applied linguistics. Framed by the grand theories of World Englishes and decolonial thought, this study explores Indonesian English beyond mere linguistic features. It examines the intersection of IE with identity, power, and historical legacies as well as responds to ongoing debates concerning linguistic legitimacy, ownership of English, and the persistence of colonial language ideologies in modern communication practices. Employing a narrative review methodology, this research synthesizes and analyzes scholarly literature published between 1990 and 2024, integrating foundational theoretical contributions with recent empirical developments to ensure both historical depth and contemporary relevance. The analysis is applied through the lenses of decolonial and World Englishes frameworks to examine the linguistic, sociolinguistic, educational, and technological aspects of Indonesian English. This approach enables a comprehensive understanding of how IE is constructed, evaluated, and contested across institutional and social domains. The study identifies distinctive IE phonological traits as legitimate linguistic innovations, not errors, and notes their emergence as a marker of cultural identity that reflects processes of nativization and creative adaptation rather than linguistic deficiency. Findings reveal systemic prejudice against Indonesian English in various domains, with a persistent preference for Inner Circle norms. This prejudice operates through educational policies, professional practices, and digital communication technologies that continue to privilege particular accents in global communication. Evidence challenges traditional concepts of intelligibility and supports shared responsibility in communication. It emphasizes the collaborative nature of meaning-making between speakers and listeners in international contexts, rather than placing the burden of understanding solely on Indonesian English speakers. Accent discrimination against IE is linked to colonial legacies and the neoliberal commodification of English, where particular accents function as symbolic capital within global markets and reinforce unequal power relations and linguistic insecurity among non–Inner Circle speakers. This review advocates for Indonesia-led educational reforms, inclusive technologies, and pluricentric standards. It positions Indonesian English as both a linguistic system and an act of postcolonial resistance. This perspective challenges global English pedagogical norms and contributes to broader efforts to democratize global communication and reimagine English as a shared, diverse, and ethically grounded resource.
TRANSLATION STUDY OF THREE-WORD LEXICAL BUNDLES IN THE BOOK AT-TAQRIB MATAN ABI SYUJA’
This study aims to describe and analyze the structure, function, translation techniques, methods, and ideology applied in the translation of three-word lexical bundles found in the book At-Taqrib Matan Abi Syuja’ (The Abridged Manual of Islamic Law by Abū Shujāʿ). In addition, this study seeks to reveal how recurring linguistic patterns in classical Arabic religious discourse interact with translation strategies and ideological orientation in the target language. This research is driven by the linguistic uniqueness of Arabic word groups, which differ significantly from those in other languages, such as English and Indonesian, in both their structural formation and communicative function. These differences create considerable challenges for translators, particularly when dealing with religious texts that require high levels of accuracy, consistency, and cultural sensitivity. To address this issue, a descriptive qualitative approach was used, involving data recording and sampling techniques to collect Arabic three-word groups, which were then analyzed using domain, taxonomy, component, and cultural theme analyses. The data were obtained from the chapter on prayer in At-Taqrib, as this section contains a high density of formulaic expressions related to time, procedure, and legal instruction. The findings show that most three-word lexical bundles appear in the form of prepositional phrases that function primarily as markers of location and time in the text. These forms are followed by noun phrases and verb phrases, each contributing specific discourse functions within the legal explanation. These patterns indicate that Arabic lexical bundles not only fulfill syntactic purposes but also play a crucial role in forming text cohesion and conveying contextual meaning. From a translation perspective, translators tend to emphasize the source language through frequent use of literal and semantic translation techniques, with limited application of communicative or idiomatic methods. This preference reflects the translators’ intention to preserve the original meaning, structure, and religious authority of the source text. It reflects an ideology of foreignization that aims to preserve the linguistic and cultural features of the Arabic text while minimizing adaptation to the target language. Such ideological positioning is particularly important in the translation of Islamic legal texts, where deviation from the source may affect theological interpretation. Overall, this study provides insight into the complex relationship between linguistic form, translation strategies, and ideological attitudes. The results show that translators' preference for source-oriented methods contributes to maintaining the sacred tone and authenticity of the text in religious discourse.
DECOLONIAL ECOLINGUISTICS IN THE ORAL TRADITION OF SEBLANG AS A FORM OF OSING PEOPLE’S RESISTANCE
As global environmental crises continue to grow, greater attention to indigenous ecological knowledge is urgently needed. This study explores the ecological narratives embedded in the oral tradition of Gending Seblang Olehsari within the Osing community, Banyuwangi, East Java Province, Indonesia, through a decolonial ecolinguistic perspective, and examines its role as cultural resistance against hegemonic environmental discourse. In positioning this study within contemporary ecolinguistic and decolonial scholarship, the research emphasizes the urgency of recovering marginalized ecological epistemologies that have been systematically silenced by colonial and modern development paradigms. Employing qualitative methods, the research analyzes oral texts, engages in participatory observation of rituals, and conducts in-depth interviews with community leaders. This methodological design allows the study to capture not only linguistic structures, but also the socio-cultural, historical, and cosmological dimensions through which environmental meaning is produced and sustained in everyday community practices. The findings demonstrate that Gending Seblang embodies ecological symbols, such as kembang gadhung (toxic flower) and ombak umbul (ocean wave), which reflect the Osing cosmology of harmonious and sustainable human–nature relations. These symbols operate as ecological signifiers that encode ethical principles of restraint, reciprocity, and interdependence between human and non-human life forms, offering an alternative worldview to anthropocentric environmental models. Metaphors including Seblang Lukinta (trance upon nature’s bed) and Layar Kumendhung (critique of ecological colonialism) function as linguistic strategies to preserve local knowledge while resisting exploitative Western logic. Through these metaphors, the Osing people articulate a counter-narrative that challenges the reduction of nature into mere economic resources and reasserts indigenous cosmology as a valid and authoritative system of ecological knowledge. The study concludes that this oral tradition is not merely intangible cultural heritage, but a living knowledge system significant for ecological decolonization movements. As such, Gending Seblang should be understood as an active site of epistemic resistance that continues to shape community identity, environmental ethics, and political consciousness.These insights provide a new perspective on integrating local wisdom into environmental policy and sustainability education. Ultimately, this research demonstrates that the preservation of oral traditions is inseparable from the pursuit of ecological justice, particularly in the context of accelerating environmental crises and the enduring legacy of colonial environmental governance.
PHONOLOGICAL INTERFERENCE OF CIREBON LANGUAGE ON THE PRONUNCIATION OF HIJAIYAH LETTERS
This study investigates the phonological interference of the Cirebon language on the pronunciation of hijaiyah letters (the Arabic alphabet) among students at Nahdlatul Ulama Islamic High School for Boys (Madrasah ‘Aliyah Nahdlatul Ulama Putra), Buntet Cirebon. In multilingual Muslim communities such as Cirebon, Arabic is learned not only as a foreign language but also as a sacred language of worship and religious practice, making pronunciation accuracy both linguistically and spiritually significant. Based on phonetic observation and qualitative interviews, the research identifies systematic patterns of mispronunciation, particularly involving pharyngeal, uvular, and emphatic consonants, such as /ḥ/, /ʕ/, /q/, and /ṣ/. These patterns are documented through observations, audio recordings, and careful transcription using the International Phonetic Alphabet, allowing for detailed phonological analysis. The errors are categorized into substitution, simplification, and omission, revealing consistent tendencies rather than incidental mistakes. These deviations arise from the absence of corresponding phonemes in the Cirebon language, resulting in substitution, simplification, and assimilation processes that alter the original Arabic sounds. Such processes illustrate negative language transfer, in which learners plot unfamiliar Arabic phonemes onto the closest sounds available in their native phonological inventory. The findings demonstrate how articulatory limitations, limited phonetic awareness, and insufficient explicit instruction interact to reinforce these patterns. It also reveals that the Cirebonese phonological system exerts a strong influence on the learners’ production of Arabic phonemes, demonstrating how local linguistic structures mediate the acquisition of a non-native phonetic inventory. This influence is not merely technical but sociolinguistic in nature, as Arabic pronunciation practices in Cirebon are shaped by daily communication, religious discourse, and pesantren traditions that normalize localized articulations. This research highlights the Cirebon language’s hybrid phonological features, shaped by influences from both Javanese and Sundanese, which reflect distinctive articulation patterns. This hybrid linguistic character makes Cirebon a unique and previously underexplored site for examining cross-linguistic phonological interaction in Indonesia. The study extends empirical evidence on how regional phonology affects Arabic sound realization in an Islamic sociolinguistic context. Beyond its descriptive contribution, the research offers a foundation for future work in interlanguage phonology, sociophonetics, and Arabic pedagogy, particularly in contexts where religious language learning intersects with strong local linguistic identities.