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Journal : Journal of Pragmatics and Discourse Research

DISCOURSE STRATEGIES IN PROMOTING SUSTAINABLE AGRICULTURE: A MULTICULTURAL APPROACH BY THE SOLOK RADJO FARMER COOPERATIVE Khaira, Intan Nabila; Sarmiati, Sarmiati; Azwar, Azwar
Journal of Pragmatics and Discourse Research Vol 5, No 1 (2025)
Publisher : ppjbsip

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51817/jpdr.v5i1.862

Abstract

This study explores the persuasive communication strategies employed by the Solok Radjo Farmers' Cooperative to promote sustainable agricultural practices and multicultural values. Using Fairclough's discourse analysis framework, the research examines how language, metaphors, and narratives are utilized in individual and group contexts to influence farmer behavior and perceptions. Data collected through in-depth interviews, field observations, and document analysis reveal a multifaceted communication approach that aligns with local cultural norms. At the individual level, managers adopt personalized language, employing local idioms and emotional appeals to build trust and resonate with farmers personal experiences. In group settings, inclusive discourse and cultural symbols emphasize collective responsibility and solidarity, fostering a sense of shared purpose. Key strategies include metaphors, such as comparing land stewardship to family care, and success narratives that highlight tangible benefits of sustainable practices. These strategies not only facilitate the adoption of sustainable methods but also create a cohesive community identity grounded in multicultural values. The findings underscore the importance of tailoring communication to cultural and social contexts to enhance the effectiveness of sustainability initiatives. Insights from this study offer practical guidance for cooperatives globally, illustrating how culturally sensitive communication can advance sustainability goals and strengthen community cohesion.
Co-Authors -, Yulia Annisa A.A. Ketut Agung Cahyawan W Abd. Hafid Abd. Rahim Yunus Abdi Wijaya Abdul Rahman Abdullah, Mohd Farid Ravi Abdurahman Abdurrahman Abrar Muslim Abur Hamdi Usman Achmad Abubakar Achmad Riady Achmat Subekan Aditya Candra, Aditya Adnan Hasan Afrilia, Wini Agus Setiawan Akbar, Rais Akhir, Nur Afzan Binti Md Alfiandi, Bob Ali Said Ali, J. M. Alrasi, Fitri Ambabunga, Sriwanti Ambarita, Aulia Chintia Amelia, Delvira Yusti Amimi, Aina Amirullah, Muhammad Andi Wawan Mulyawan Andi Wawan Mulyawan, Andi Wawan Anwar Thaib Aqbar, Khaerul Ardi, Supri Arif Mashuri Arif Rahman Hakim Arifuddin Ahmad Arizona, Willia Asmawi Asrul Anwar, Asrul Aswar Aswar Aulia, Muhammad Prayogie Awal Rifai Azli, Ahlul Azzara, M. Abdi Baharuddin Baharuddin Bayu Taufiq Possumah, Bayu Taufiq Budi Juliardi, Budi Damsar Damsar, Damsar Dari, Dini Wulan Destiarini, Destiarini Dewi Indriani Dewi, Seri Dwi Cahya Rahmadiyah Dwi Yogyo Suswinarto, Dwi Yogyo Eka Rizki Meiwinda Elfitra Elfitra ENDRI ENDRI Enggar, Enggar Eriend, Dion Ernita Arif Erwin Erwin Etty Rekawati Evie, Sova Fajar, Chaidir Fakhrin, Nurul Faramita, Gita Chintia Farid Mulana Fikri Fikri Fitri Fitri Fitriana Fitriana Hadissa, Putri Hamria, Hamria Hamzah Khaeriyah Hanafi Saputra, Hanafi Haris Premadi Hasibuan, Rahmawaty Hasni Hasni Hidayah, Ahmad Ihwan Wahid Minu Iis Mariam Ikwan, Moh. Intan, Intan Nabila Khaira Ishalyadi Ishalyadi Iskandar Iskandar Iskandar, Arif Iwan Doa Sempena Jamaluddin Jamaluddin Kamus, Kamus Kasim, M. Khaerul Aqbar Khaira, Intan Nabila Khairunnas, Khairunnas Kinasih, Dinda Rizky Kistoro, Hanif Cahyo Adi Lilly Suzana Shamsu Lucyana Lucyana, Lucyana Maharani, Reizki Mahyuni, Eling Maihasni Maihasni Marzuki Marzuki Mas’ud, Bulqia Mohd Farid Ravi Abdullah Muh. Amri Muh. Arfah Herwin Muh. Ihsan A.R. Muhammad Faisal Muhammad Ikhsan Muhammad Irham Muhammad Ismail Muhammad Muhammad Muhammad Zulkarnain Mukhlishien, Mukhlishien Mukhtar Lutfi Muksin, Chalid Mursyid Djawas Musdalipa, Musdalipa Mustika, Dela Mutahharah, Mutahharah mutiara mutiara Mutsalim Khareng Nabilah Al Azizah Nasir, Mohd Norzi bin Nasrullah Nasrullah Nesneri, Yessi Ningsih, Utari Hadi Nining Latianingsih Noor, Umar Muhammad Novelia, Ira Nur Rahmah Wahyuddin Nurman Said Nurmiaty, Nurmiaty Oslan Jumadi Pasigai, Muhammad Anshar Priatna, Adjie August Puspita, Ira Putri, Novica Ariyanti Ra'bung, Alfrida Semuel Rafdeadi Rafdeadi Rahmat Kurniawan Rahmat, Indra Ranti nazmi Ratnasari Ratnasari Ra’bung, Alfrida Semuel Rezaliyanti, Fety Rifai, Awal Saddang, Muhammad Sahar, Riyani H Saiful Anwar Saman, Saman Samsuddin Samsuddin Santi, Tahara D. Saputra, Tri Gusti Sari, Anggun Sarmiati Sarmiati Semuel Ra'bung, Alfrida Shahabudin, Muhammad Fakhrur Razi Sirajuddin Sirajuddin Siti Aisyah Kara Sitorus, Siti Hazar Sofa, Nidia Sri Anjar Lasmini Sri Mahendra Satria Wirawan Suardi, Muhammad Irsyad Subekan, Achmat Sugeng, Santoso Sulaiman Sulaiman Sumartan Sumartan Suriani, Julis Suryaningsih, Nur Anny Susmihara Susmihara Susy Sriwahyuni Syamsidah, Syamsidah Tafina, Afrilika Tampubolon, Masrina Munawarah Taufiq Taufiq Tutu, Acan Usman, Abur Hamdi Usman, Mukran H. Wahdi, Rifana Widyatuti Yasmin Yasmin Yasril Yazid Yudha Fahrimal Yunus, Imran Muhammad Yusni Yusni Yusutria Yusutria Zainuddin, Musdalifah Zanil, M. F. Zanil, Mohd Fauzi Zinatul Hayati Zulya, Reska