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All Journal Edulitics (Education, Literature, and Linguistics) Journal BAHTERA : Jurnal Pendidikan Bahasa dan Sastra
Dewi Wulandari
Universitas Deztron Indonesia
Education Languange, Linguistic, Communication & Media

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Persuasive Language Strategies in Instagram Influencer Content: A Pragmatic Analysis Dewi Wulandari; Rahmah Fithriani; Pardi Pardi
Bahtera: Jurnal Pendidikan Bahasa dan Sastra Vol. 25 No. 2 (2026): BAHTERA: Jurnal Pendidikan Bahasa dan Sastra, Volume 25 Nomor 2 Juli 2026
Publisher : Program Studi Pendidikan Bahasa Program Pascasarjana Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/bahtera.252.09

Abstract

 ABSTRACT This study aims to analyze persuasive language strategies used by influencers on Instagram from a pragmatic perspective. This research employs a qualitative descriptive design with data consisting of captions, comments, and audiovisual content containing persuasive elements. Data were collected through non-participant observation and documentation, and analyzed using an interactive model including data reduction, data display, and conclusion drawing. The findings reveal that influencers utilize various persuasive language strategies, such as directive, expressive, and assertive speech acts, as well as implicatures and credibility construction. Directive speech acts are used to encourage immediate action, while expressive acts and emotional appeals function to build a connection with the audience. In addition, implicature serves as an indirect persuasive strategy that enhances trust and authenticity. The results indicate that language in influencer content is not merely informative but also strategic in shaping audience perception, building trust, and influencing behavior. Therefore, a pragmatic approach provides deeper insights into how meaning and persuasion are constructed in digital communication. Keywords: Persuasive Language; Pragmatics; Instagram Influencers; Speech Acts; Digital Communication
A Critical Discourse Analysis of Cultural Identity Representation, Algorithmic Culture, and Digital Commodification in Indonesian TikTok Content: A Fairclough Approach Dewi Wulandari; Jumino Suhadi; Devi Pratiwy
Edulitics (Education, Literature, and Linguistics) Journal Vol. 11 No. 1 (2026): January - June 2026
Publisher : Prodi Pendidikan Bahasa Inggris, Fakultas Keguruan dan Ilmu Pendidikan, Universitas Islam Darul Ulum Lamongan*

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52166/edulitics.v11i1.12844

Abstract

This study aims to examine how cultural identity is represented, negotiated, and commodified in Indonesian TikTok content within an algorithm-driven digital environment. TikTok has emerged as a dominant platform where cultural identity is constructed and circulated through short-form audiovisual content. While previous studies have explored cultural identity and digital discourse, limited research integrates these discussions with algorithmic culture and digital commodification, particularly in the Indonesian context. This study employs a qualitative descriptive approach using Norman Fairclough’s Critical Discourse Analysis (CDA) framework. A total of 30 TikTok videos were selected through purposive sampling from an initial dataset of 120 videos. The data include verbal expressions, captions, hashtags, visual elements, and audience comments, which were analyzed across textual, discursive, and social dimensions. The findings reveal that cultural identity on TikTok is constructed through recurring linguistic and visual patterns, including identity markers, local language expressions, and cultural symbols. At the discursive level, creators adapt cultural content to platform conventions, audience engagement, and visibility strategies, resulting in hybrid forms of representation. At the social level, cultural identity functions both as a marker of belonging and as a commodified digital resource within the attention economy. The study further demonstrates that authenticity, hybridization, and commodification operate as interconnected processes rather than separate categories, forming a continuum of cultural representation in digital environments. This study contributes to digital discourse and cultural identity research by integrating CDA with platform dynamics and providing empirical evidence from Indonesian TikTok content.
Co-Authors Devi Pratiwy Jumino Suhadi Pardi Pardi Rahmah Fithriani