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All Journal Journal of Counseling, Education and Society
Dicky Pramana Putra
Universitas Sebelas Maret
Humanities Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Assertive dominance and rhetorical integration in tiktok affiliate discourse: a pragmatic-rhetorical study of digital persuasion Dicky Pramana Putra; Muhammad Rohmadi
Journal of Counseling, Education and Society Vol. 7 No. 1 (2026): Journal of Counseling, Education and Society
Publisher : Indonesian Institute for Counseling, Education and Theraphy

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29210/08jces686100

Abstract

This study examines the pragmatic strategies of digital persuasion in TikTok Affiliate content, addressing a gap in speech act research on creator-based advertising discourse. A corpus of 166 utterances from 15 videos by three Indonesian creators was analyzed using Searle's (1976) taxonomy and Aristotle's rhetorical framework. Findings reveal three key patterns: (1) assertive speech acts dominate (72.89%), particularly 'mentioning specifications' (38.55%), reflecting a 'trust-first' persuasion logic; (2) logos (60.24%), pathos (25.90%), and ethos (13.86%) operate complementarily within single utterances, not in separate segments; and (3) a consistent illocutionary-rhetorical matrix shows that 'claiming' is paradoxically grounded in ethos (50%) rather than logos, indicating that personal credibility substitutes objective data in this genre. This pragmatic-rhetorical integration, which is more concentrated than in conventional advertising, constitutes the genre's distinctive adaptive response to short-video constraints. Theoretically, the study extends speech act classification to the underexplored domain of affiliate marketing discourse. The findings offer a structured framework for analyzing persuasive language in digital media, with potential applications in educational contexts where critical digital literacy is emphasized.
Co-Authors Muhammad Rohmadi