Fenomena Kesantunan Berbahasa Pada Konten Akun TikTok “Iben Ma” Kajian Pragmatik

Abstract

Politeness in language is a communication strategy to maintain harmony between speakers and interlocutors. Politeness in language is important to apply in various situations, including in digital communication on social media such as TikTok. This study aims to describe the forms and functions of politeness in the TikTok video of the Iben MA account based on the politeness principles of Leech and Chaer. The data source in this study was a TikTok video uploaded by the Iben MA account in 2024. This study uses a pragmatic approach while the type of research used is descriptive qualitative. Researchers observe the data directly and continuously. After the data is collected, the data is grouped according to the politeness maxim, its meaning is understood, then analyzed contextually. The results of the study show that the forms of politeness in language found include six politeness maxims according to Leech, namely the maxim of sympathy, there are 13 data, the maxim of agreement, there are 10 data, the maxim of wisdom, there are 20 data, the maxim of appreciation, there are 20 data, the maxim of simplicity, there are 13 data, and the maxim of generosity, there are 8 data. There are 3 functions of politeness according to Chaer, namely the function of stating there are 74 data, the function of asking, the function of ordering there are 10 data. The function of politeness in videos is used to convey criticism subtly, to insinuate without offending, to build closeness with the audience, and to maintain the speaker's self-image. The politeness of language in Iben MA's TikTok video is an important means of creating effective, polite, and entertaining communication.