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Journal : Proceeding International Conference on Education

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Deixis and Digital Persuasion: Sociopreneurship Messages of @aldwinnv on Instagram and TikTok Astutik, Ari; Dewanto; Erwanto S, Lambang
Proceeding International Conference on Education Volume 03, Agustus Tahun 2025: International Conference on Education
Publisher : Faculty of Tarbiyah, Institut Agama Islam Negeri (IAIN) Kediri, Indonesia

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Abstract

This study examines the role of deixis in shaping persuasive sociopreneurship communication on Instagram and TikTok, focusing on six posts (three from each platform) by the Indonesian sociopreneur @aldwinnv. Deixis, as a pragmatic linguistic feature, situates utterances in relation to the speaker, audience, and context, making it essential for persuasive strategies in digital communication. Employing a qualitative descriptive approach within the pragmatic discourse framework, the study identifies personal, temporal, spatial, discourse, and social deixis in the data. Findings indicate that personal deixis, particularly saya (I) and kita (we), builds relational intimacy and credibility. Temporal deixis, such as sekarang (now) and hari ini (today), creates urgency and motivates immediate action. Spatial deixis (e.g., di sini, tempat ini) authenticates the speaker’s experience by grounding narratives in real contexts. Social deixis (e.g., teman-teman, sahabat, bro) varies between platforms, reflecting formality on Instagram and casual solidarity on TikTok. Discourse deixis (e.g., seperti yang saya bilang tadi) strengthens coherence in motivational storytelling. These findings show that deixis operates as a persuasive device that enhances ethos, pathos, and communal identity in sociopreneurship content. The study contributes to digital pragmatics by demonstrating how subtle linguistic cues support persuasive entrepreneurship narratives and offers pedagogical implications for media literacy and entrepreneurship education.
Deixis and Digital Persuasion: Sociopreneurship Messages of @aldwinnv on Instagram and TikTok Ari Astutik; Dewanto; Lambang Erwanto
Proceeding International Conference on Education Volume 03, Agustus Tahun 2025: International Conference on Education
Publisher : Fakultas Tarbiyah dan Ilmu Keguruan, Universitas Islam Negeri (UIN) Syekh Wasil Kediri, Indonesia

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Abstract

This study looks at how deixis shapes persuasive sociopreneurship posts on Instagram and TikTok, using six posts by Indonesian sociopreneur @aldwinnv as examples. Deixis, which links language to the speaker, audience, and context, plays a key role in how messages persuade online. By analyzing the posts with a qualitative descriptive approach, the study highlights five types of deixis: personal, temporal, spatial, social, and discourse. Words like I and we (personal deixis) build trust and closeness with followers. Temporal cues such as now and today create a sense of urgency, pushing readers to take action. Spatial references, like here or this place, make the stories feel grounded and real. Social deixis—terms like friends or guys—varies in tone: more formal on Instagram, more casual and friendly on TikTok. Discourse markers such as as I mentioned earlier help the narrative flow and stay coherent. In short, deixis isn’t just a technical language feature-it’s a persuasive tool. It strengthens credibility, engages emotions, and fosters a sense of community around sociopreneurship content. This research adds to digital pragmatics by showing how small language choices can have a big impact and offers practical insights for teaching media literacy and entrepreneurship.
Co-Authors Aat Ruchiat Nungraha Abdul Tahir Achmad Baidowi, Achmad Alfredo Arianto Permana Putra ALLIFUDIN SYARIF, MOHAMMAD Aloisius Harso Aminuyati ANDRI KURNIAWAN Arif, Muamar Zainur Aris Krisdiyanto BAGUS CAHYONO, PRIYO Baso Intang Sappaile Bucky Wibawa Karya Guna Budiman, M Arif Delfi Kurnia Zebua Destra Amni Djoko Suwito Erwanto S, Lambang Fantoni FATHUR RAHMAN, RIZKY HASNA SEPTIANGGRAINI, DINDA Helmin Rumbiak Hengki Junata Heru Arizal Hidayatullah, Rachmad Syarifudin HIKMAH, SANIYATUL ICHSAN KHOFI, MUHAMMAD Ifa Safira Kemala Dewi, Kemala KIANI RAMADHANI, FENZI Lambang Erwanto Losita Dewi M.Rudi Fanani MAJID FATKHURRACHMAN, MUHAMMAD MARNIATI Martiningsih Martiningsih, Martiningsih Mochamad Cholik Mohammad Edy Nurtamam Mohammad Edy Nurtamam, Mohammad Edy Muchtar, Diki Muchtar MUDALIM YANI, IWAN Muh. Safar Muh.Safar Muhammad Ade Kurnia Harahap Muhammad Kasim NANIK INDAHWATI Nenni Triana Sinaga Novianty Djafri Nur Aini Susanti Nur Latifah Nurina Happy PANJI DWI LAKSONO, ERWIEN Putra, Bima Anggana Widhiarta Qori’atus Sholikhah Ramadhani, Ali Hasbi Ramdan Yusuf ROSIDI, GUFRON Saiful Anwar Santi Mareta Santosa, Tomi Apra SEPTIAN AMMAR, AFIF Sidrotun Na'im Simon Parekke Sisi Yulianti Siti Fatimah Hiola SOERYANTO Solissa, Everhard Markiano Sri Handajani Sri Suhartini SURYA WARDANA, ISACK Taufik Theodorus Wiyanto Wibowo Tomi Apra Santosa Tri Satriawansyah Tri Suparyanto Unpris Yastanti Wahyu Dwi Kurniawan Widowati, Dita Aprilia Wiwid Suryono Yasmina Fajri Fajri YUNUS