Variasi Kata Sapaan Berdasarkan Gender dalam Konten Promosi Produk Perawatan Kulit di Tiktok

Rahmawati Rahmawati; Wiwik Retno Handayani

doi:10.51673/jurnalistrendi.v10i1.2244

Rahmawati Rahmawati Universitas Gadjah Mada, Indonesia
Wiwik Retno Handayani Universitas Gadjah Mada, Indonesia

DOI: https://doi.org/10.51673/jurnalistrendi.v10i1.2244

Abstract

ABSTRACT

Addressing term variations reflects the heterogeneity of the speech community. Variations in addressing terms can undergo changes and shifts. This study aims to describe the forms, factors, and functions of addressing terms with a gender perspective in the promotional content of skincare products on TikTok. This research uses a descriptive qualitative approach and corpus linguistics. The data in this study are the speech of skin care product sellers sourced from Kahf and Scarlett Whitening's TikTok accounts within the past year. Specifically, the data for male speakers' speech sourced from Kahf's TikTok account amounted to 168 video content and female speakers' speech data from Scarlett's TikTok account amounted to 226 video content. The data was processed using AntConc 4.2.4 software. There are three main findings in this study. First, this study shows that men and women use pronouns more. The difference is that men tend to use gender-based variations of addressing terms, such as “bro”. Meanwhile, women tend to use unisex addressing terms, such as “guys”. Second, the variation of addressing terms is influenced by various factors, such as: (1) the type of skin care product, (2) limited identification of speech partners, and (3) efforts to politeness and build familiarity. Finally, the function of using greeting terms is for (1) familiarity or building emotional relationships, (2) respect, and (3) identification of speech partners.

Keywords: addressing terms, corpus linguistics, language and gender, language variations, TikTok

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Author Biography

Wiwik Retno Handayani, Universitas Gadjah Mada, Indonesia

Magister Linguistik, Fakultas Ilmu Budaya, Universitas Gadjah Mada

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