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All Journal Kata Kita: Journal of Language, Literature, and Teaching
Monica Josephine
Petra Christian University
Languange, Linguistic, Communication & Media

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Flouted Maxims Used by the Host of Purbasari Indonesia  in Tiktok Live Shopping Monica Josephine; Herwindy Maria Tedjaatmadja
Kata Kita: Journal of Language, Literature, and Teaching Vol. 14 No. 3 (2026)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.14.3.%p

Abstract

This study examines the flouting of conversational maxims in TikTok Live shopping by Purbasari Indonesia using Grice’s (1975) Cooperative Principle. A qualitative descriptive method was applied, with data taken from a TikTok Live session conducted on September 13, 2025. Thirty utterances produced by the host were analyzed. The findings show that the host flouted the maxims of Quantity, Quality, and Relation. These floutings appeared through repetitive explanations, exaggerated promotional claims, and sudden topic shifts to maintain interaction. However, the maxim of Manner was generally observed, as the host used clear and easy-to-understand language. The study shows that flouting conversational maxims in TikTok Live serves persuasive and interactional purposes in live-commerce settings.
Co-Authors Herwindy Maria Tedjaatmadja