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Yanti, Dewi
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Linguistic strategies in attracting YouTube subscribers: A pragmatics perspective Yanti, Dewi
Journal of Research on English and Language Learning (J-REaLL) Vol. 6 No. 2 (2025): Journal of Research on English and Language Learning (J-REaLL)
Publisher : Universitas Islam Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33474/j-reall.v6i2.23460

Abstract

The rapid development of digital media has changed communication patterns, making YouTube a competitive space to attract and retain audiences. However, the study of creators' linguistic strategies in the context of digital marketing communication through speech act theory is still limited. This study aims to examine the linguistic strategies used by YouTube content creators to attract attention and increase the number of subscribers, using a pragmatic approach based on Searle speech act theory. The main focus of this study is to identify the types of speech acts such as assertives, directives, commissives, expressives, and declaratives that appear in various YouTube videos, as well as their strategic roles in building relationships with audiences. The research method used is descriptive qualitative with data collection techniques through observation and video transcription from seven relevant YouTube sources. The results of the study show that directive and assertive speech acts dominate the speech used by creators, especially in invitations to like, subscribe, and follow the links provided. Commissive and expressive speech acts also play an important role in creating emotional attachment and building trust. These findings indicate that linguistic strategies through speech acts are an effective tool in digital communication to influence audience behavior and expand the reach of content. These findings also expand the application of pragmatic theory in digital media and creative content, and contribute to the study of applied linguistics and media literacy. However, limited data, subjectivity of interpretation, and the lack of consideration of multimodal aspects indicate the need for further research with a broader scope and approach.
Co-Authors Andriani, Ulan Anugrah, Rifqi Arrey, Mbaze-Ebock Vivian Arya Arya, Arya Astrid, Astrid Azizah, Ummi Nasryatul Baehaqi Baihaqi, M. 'Azizan 'Azmani Bangun, Deby Regina Br. D.P, Karismayanti Dalimunthe, Femmy Indriany Dalimunthe, Mohammad Yusuf Denny, Agustinus Deti, Deti Dina Yunita, Dina Dwiana, Nidia Nur Fadhilah, Raihani Nur Fahira, Tasya Yasmin Fariza, Surya Tama Fathanah, Dinda Firman Firman Hafifa, Nur Hafizi, M. Zainul Hikmah, Bintan Wahdatul Hizbullah , Nur Hotimah, Wiwin Husnul Hutabarat, Jelita Silvia Indradewa, Rhian Indriani Indriani, Kasil Sri Iskandari, Yuli Istikoma Istikoma Jawas, Effa Chalisah Limbong, Christine Herawati Liyushiana, Liyushiana Lubis, Muhammad Rizki Maharani, Agisti Mahdi, Agus Nur Manalu, Arie Afandi Marbun, Safira Septy Vani Matovani, Galuh Muhammad Khadry Muhammad, Iman Nadlifuddin, Mohammad Ilham Napitupulu, Inda Triwana Ngatemin Nurfatika, Lingga Ayu Salma Octariadi, Barry Ceasar Oktaviani, Diah Ayu Panjaitan, Ananda Pratiwi Prayogi, Budi Pujiati, Tri Putri, Nafi’ Kharisma Rachmad Hidayat Rahmad Solling Hamid Rahmina, Faza Alya Ramadhan, Ikhlas Ramadhanita, Rizqa Rezeki, Syailendra Reza Irwansyah Rijal, Ibnu Rizkiyah, Putri Rosari, Dina Rosidah , Ani Roy , Dedi S, Repa Fajriyani Santika, Serly Sanusi Sanusi Saragih, Yoana Romauli Sarlini, Heti Savitri, Mersya Nurina Seran, Ary Setiawan Siahaan, Sonia Trifosa Sianipar, Christina Indriany Sibarani, Putra Adrian Sidik, Alpin Nur Siregar, Fitri Siti Nurhayati Sitinjak, Septi Anggina SRI RAHAYU Subagja, Agus Dedi Sulla, Franklin Yohanes Suyatno Suyatno Tamami, Rahman Tawa, Tegar Putra Umaira, Putri Nabilah Virginia, Alfanny Widayanti, Erina Yasir Mubarok Yoganindhito, Dwi Adi Kusumo