<![CDATA[This study aims to understand the various factors that influence the use of non-standard pronunciation in photo captions on the Instagram account of Fadil Jaidi, a well-known content creator in Indonesia. The subject of this study is the written representation of variations in spoken pronunciation specifically, non-standard forms of pronunciation intentionally written in photo captions to reflect the speaker’s informal speech patterns. The method used is a qualitative descriptive approach, employing documentation and content analysis based on theories of phonology, sociolinguistics, and the relationship between language and cultural identity. Data were collected through non-participant observation of photo captions on the Instagram account @fadiljaidi, then analyzed phonologically to identify patterns of sound deviations in the text along with their underlying factors. The results of the study indicate that non-standard pronunciation arises due to four main factors. Sociolinguistic factors, namely the use of informal language as a means to build rapport and social connections with the audience. Factors related to dialect and culture, as evidenced by the influence of the Betawi dialect and the interplay of regional languages such as Javanese and Sundanese on pronunciation. Factors related to digital identity and persona, which indicate that everyday language use serves as a tool for building a personal brand and affirming the authenticity of content creators. Contextual factors in everyday communication, which encourage the use of shorter, more practical, and efficient language forms that align with the fast-paced and interactive nature of social media. The findings indicate that non-standard pronunciation is not merely a linguistic error but rather a form of language adaptation influenced by social, cultural, and digital contexts thus, it can serve as a guide for educators in developing Indonesian language teaching materials that align with linguistic phenomena in the digital age.]]>
