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All Journal Tekstual Community Development Journal: Jurnal Pengabdian Masyarakat
Sailuddin, Sartika
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Religion Arts Humanities Economics, Econometrics & Finance Education Health Professions Languange, Linguistic, Communication & Media Public Health Other

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ANALYSIS OF SPEECH ACTS USED BY DIGITAL CONTENT CREATORS IN ENDORSEMENT VIDEOS OF BEAUTY PRODUCTS Hajar, Hajar; Sailuddin, Sartika; Adam, Sutisno
Tekstual Vol 22, No 2 (2024): Tekstual: Humaniora
Publisher : Universitas Khairun

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33387/tekstual.v22i2.9246

Abstract

This study aims to analyze the form of speech acts used by content creators in beauty product endorsement videos on TikTok platform. The research method used is qualitative collecting the data of utterances found in beauty products endorsement videos posted by TikTok content creators. Nine videos were selected from three top beauty content creators who have the highest number of followers. Three videos picked from each beauty content creator were based on the engagement rate that the video got (i.e. number of comments, number of views, and number of likes). The utterances were analysed by applying J.L. Austin's (1962) speech act theory to categorize the types of speech acts at the three levels of locution, illocution, and perlocution, which are used in digital promotional videos. The results showed that content creators mostly used directive and assertive speech acts in their endorsement videos. At the perlocutionary level, comment sections were observed and it was found that the selection of speech acts have created a sense of resonance to the audiences; thus, influencing their evaluations to the promoted products. These findings have brought implications on how communicative actions can shape brand identity leading to audiences engagement and trust towards the products.
SOSIALISASI LITERASI DIGITAL SISWA DALAM BERMEDIA SOSIAL SMAN 2 KOTA TERNATE Adam, Sutisno; Sailuddin, Sartika
Community Development Journal : Jurnal Pengabdian Masyarakat Vol. 5 No. 6 (2024): Vol. 5 No. 6 Tahun 2024
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/cdj.v5i6.37896

Abstract

Literasi digital menjadi penting karena melimpahnya media dan informasi di dunia digital, literasi digital menjadi lebih dari sekedar kebutuhan. Selain tantangan, peluang besar juga ada di media digital. Hal ini mencakup memberdayakan individu untuk mengakses informasi, berkomunikasi secara efektif, mendapatkan pekerjaan, berpikir kritis, dan menavigasi lanskap digital secara bertanggung jawab. Baik seorang pelajar, profesional, atau sekadar seseorang yang ingin berkembang di era digital, berinvestasi dalam literasi digital adalah pilihan bijak. Kegiatan pengabdian ini berfokus pada sosialisasi literasi media sosial yang menunjukkan pertumbuhan penggunaan paling masif dalam 5 tahun terakhir. Mitra yang disasar adalah SMAN 2 Kota Ternate dengan partisipan guru dan siswa. Dengan melibatkan 35 siswa, kegiatan ini berhasil dilaksanakan dengan metode sosialisasi interaktif dengan aktivitas survei, permainan, hingga penyuluhan. Pada akhir kegiatan, peserta menunjukkan antusiasme tinggi dan ditutup dengan deklarasi anti bullying di media sosial. Ke depannya, diharapkan penyuluhan literasi digital dapat dilaksanakan dengan lebih terukur misalnya menggunakan metode pre-test dan post-test agar capaian berupa pemahaman peserta dapat dievaluasi dengan baik.
Co-Authors Adam, Sutisno Hajar Hajar