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Journal : Ghancaran: Jurnal Pendidikan Bahasa dan Sastra Indonesia

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FASHION PRODUCT IS HUMAN: Structural Metaphor as a Linguistic Strategy for Second Hand Fashion Products on Live Commerce in Indonesia Yolanda, Yoga; Setyono, Budi
GHANCARAN: Jurnal Pendidikan Bahasa dan Sastra Indonesia SPECIAL EDITION: LALONGET VI
Publisher : Tadris Bahasa Indonesia, Fakultas Tarbiyah, Institut Agama Islam Negeri Madura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.19105/ghancaran.vi.21653

Abstract

This study aims to describe the structural metaphors employed by second-hand fashion product shop hosts on live commerce. The qualitative research was carried out by collecting data through the free-participation listening technique on live commerce activities, then continuing with semi-structured interviews with live commerce shop hosts. Live commerce used as a place to collect data was Shopee Live. The collected data was checked for data validity through language expert validation. The present study employed data analysis techniques from the cognitive semantics perspective. The findings indicated that cross-medium communication during the procurement and disposition of secondhand fashion products in live commerce fosters a distinct personification tendency in the conceptualization of "FASHION PRODUCT IS HUMAN." This conceptualization enables sellers of second-hand fashion products to employ human attributes, including body parts, physical condition, and socioeconomic status, as metaphors to portray the state of the product or to create a favorable impression. This study provides novel insights for individuals or entities engaged in the sale of second-hand fashion products through live streaming. It demonstrates that the utilization of metaphors is not only crucial for articulating product condition, but also for fostering character development, nurturing relationships, and sustaining the engagement of online shoppers.
Co-Authors Abubakar, Syafriyudin Akhmad Taufiq Akmaliah, Diah Ali Imron Anak Agung Istri Sri Wiadnyani Annur Rofiq Apris Bella Ayu Anggraini Arif Rahman Azis Asih Santi Hastuti, Asih Santi Astuti, Alvina Puspita Ningrum Aulia Surayasari Bambang Arya Wija Putra Bambang Arya Wija Putra beny firman, beny Cherly Marlina Devi Syarifah Septiana Eka Wahjuningsih Fatinah, Dwi Oryza Fiska Nurrahma Oktavia, Fiska Nurrahma Fitria, Ifada Nur Habib, Fazl Ahmad Hidayatullah, Ikmal I Putu Sukmaantara Ikawati, Fifi Nur Inggarwati, Devanda Diah Ismail S, Pramudito Isnaini, Filza Made Adi Andayani Mamdukh Budiman Marcellina, Nadya Mardian Hayati Muhammad Mujiburrohman Muhammad Suyanto, Muhammad Musli Ariani Nur Azizah Nusa Sebayang Octavia, Vika Prayudi, Akbar Ario Rizky Kurnia R. P Safril Ahamdi Sanmas Saputro, Anang Oki Septiani, Ella Lovi Setyawaningsih, Sari Putri Sugeng Ariyanto Sugeng Ariyanto Sukatman Sukatman SULASTRI Uswatun Hasanah Wiwiek Eko Bindarti Wiwiek Istianah Yolanda, Yoga Zahiroh, Muniatuz Zakiyah Tasnim Zakiyah Tasnim Zakiyah Tasnim[