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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 - Afrizal -, Yulia Annisa A.A. Ketut Agung Cahyawan W Abd. Hafid Abd. Rahim Yunus Abdi Wijaya Abdul Kadir Abdul Rahman Abdullah, Mohd Farid Ravi Abdurahman Abdurrahman Abrar Muslim Abubakar Abubakar Abur Hamdi Usman Achmad Abubakar Achmat Subekan Adisalamun Adisalamun Aditya Candra, Aditya Adnan Hasan Afrilia, Wini Afriza, Afriza Agus Setiawan Ahmad Nurhadi Akkas Akbar, Fadhlan Akbar, Rais Akhir, Nur Afzan Binti Md Alfia, Bob Alfiandi, Bob Ali Said Ali, J. M. Alrasi, Fitri Ambabunga, Sriwanti Ambarita, Aulia Chintia Amelia, Delvira Yusti Amimi, Aina Amirullah, M. Amirullah, Muhammad Andi Wawan Mulyawan Andi Wawan Mulyawan, Andi Wawan Andria, Rama Anwar Thaib Apriliyanti, Fitria Aqbar, Khaerul Arief Mufraini, Arief Arif Mashuri Arif Rahman Hakim Arifuddin Ahmad Arizona, Willia Asmawi ASRIL ASRIL Asrul Anwar, Asrul Astuti Yuni Nursasi Aswar Aswar Aswar Aswar Aulia, Muhammad Prayogie Awal Rifai Azli, Ahlul Azzara, M. Abdi B., Supriadi Baharuddin Baharuddin Baharuddin, Gunawan Bayu Taufiq Possumah, Bayu Taufiq Bin Sarip, Mohd Musa Budi Juliardi Damayanti, Damayanit Damsar Damsar, Damsar Dari, Dini Wulan Delsie Hasrina, Cut Destiarini, Destiarini DEWI FITRIANI Dewi Indriani Dewi, Seri Dwi Cahya Rahmadiyah Dwi Yogyo Suswinarto, Dwi Yogyo Eka Rizki Meiwinda Elfitra Elfitra Elva Ronaning Roem ENDRI ENDRI Enggar, Enggar Eriend, Dion Ernita Arif Erwin Erwin Etty Rekawati Evie, Sova Fachri, Febrian Faisal, T.Iskandar Fajar, Chaidir Fakhrin, Nurul Faramita, Gita Chintia Farid Mulana Febrina Riska Putri, Febrina Riska Fikri Fikri Fitri Fitri Fitriana Fitriana Gunadi, Andini Damayanti Hadissa, Putri Hamria, Hamria Hamzah Khaeriyah Hanafi Saputra, Hanafi Haris Premadi Hartono, M. Edhie Hasibuan, Rahmawaty Hasni Hasni Hasrina, Cut Delsie Hendra Wijaya Henri Priamukti Hidayah, Ahmad Hisbullah Hisbullah Ihwan Wahid Minu Iis Mariam Ikwan, Moh. Indo Yama Nasaruddin Intan, Intan Nabila Khaira Ishalyadi Ishalyadi Iskandar Iskandar Iskandar, Arif Iwan Doa Sempena Jaenam Jaenam Jakfar Jakfar, Jakfar Jamaluddin Jamaluddin Kamus, Kamus Kasim, M. Kastolani, Kastolani Khaerul Aqbar Khaira, Intan Nabila Khaira, Nuswatul Khairunnas, Khairunnas Kistoro, Hanif Cahyo Adi Lanye, Umar bin Makka Laode Nursyah Dendi 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 Yusram 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 Bin Sapa Nasrullah Nasrullah Nesneri, Yessi Ningsih, Utari Hadi Nining Latianingsih Noor, Umar Muhammad Novela, Margia Novelia, Ira Nur Rahmah Wahyuddin Nurman Said Nurmiaty, Nurmiaty Oslan Jumadi Pamungkas, Anjas Satria Pasigai, Muhammad Anshar Permatasari, Putri Inda Pramana, M Agung Prawita, Dika Priatna, Adjie August Priyo Susila, Wahyu Dwi Agung Puspita, Ira Putra, Rizki Pratama Putri, Annisya Putri, Novica Arianti Putri, Novica Ariyanti Ra'bung, Alfrida Semuel Rachmah, Yesi Isnaini Rafdeadi Rafdeadi Rahmah Wahyuddin, Nur Rahmat Kurniawan Rahmat, Indra Raihan, Muhammad Ranti nazmi Ratnasari Ratnasari Ravi Abdullah, Mohd Farid Ra’bung, Alfrida Semuel Rezaliyanti, Fety Riady, Achmad Rifai, Awal Riska Arnas Saddang, Muhammad Sahar, Riyani H Saharuddin Saifuddin Saifuddin Saiful Anwar Saman, Saman Samsuddin Samsuddin Santi, Tahara D. Saputra, Jumadil Saputra, Tri Gusti Sari, Anggun Sarmiati Sarmiati Semuel Ra'bung, Alfrida Shahabudin, Muhammad Fakhrur Razi Sihabudin Noor, Sihabudin Siradjuddin, Siradjuddin Sirajuddin Sirajuddin Siti Aisyah Kara Sitorus, Siti Hazar Sofa, Nidia Sofyana Sofyana Sri Anjar Lasmini Sri Mahendra Satria Wirawan Suardi, Muhammad Irsyad Subekan, Achmat Sugeng, Santoso Suhendra Suhendra Sulaiman Sulaiman Sumartan Sumartan Suriani, Julis Suryani, Eka Nuri Suryaningsih, Nur Anny Susmihara Susmihara Susy Sriwahyuni Syamsidah, Syamsidah Syaputra, Fendi Agus Tafina, Afrilika Tampubolon, Masrina Munawarah Taufiq Taufiq Tutu, Acan Uljanatunnisa, Uljanatunnisa Usman, Abur Hamdi Usman, Mukran H. Wahdi, Rifana Weni Yulastri Widyatuti Yasmin Yasmin Yasril Yazid Yudha Fahrimal Yudithama Al Kautsar, Mohammad Yunus, Imran Muhammad Yusni Yusni Yusutria Yusutria Zainuddin, Musdalifah Zanil, M. F. Zanil, Mohd Fauzi Zinatul Hayati Ziqri, Muhammad Zulkifli Zulkifli Zulya, Reska