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All Journal Litera EDULITE: Journal of English Education, Literature and Culture Metathesis: Journal of English Language, Literature, and Teaching Language Literacy: Journal of Linguistics, Literature, and Language Teaching BASIS (BAHASA DAN SASTRA INGGRIS) NOTION: Journal of Linguistics, Literature, and Culture Disastra: Jurnal Pendidikan Bahasa dan Sastra Indonesia International Journal of Communication and Society Jurnal Ide Bahasa Modality Journal: International Journal of Linguistics and Literature LINGUISTS : JOURNAL OF LINGUISTICS AND LANGUAGE TEACHING
Muhammad Hafiz Kurniawan
Universitas Ahmad Dahlan
Arts Humanities Education Languange, Linguistic, Communication & Media Physics Social Sciences

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Reclaiming Women‟s power by eatery names in two multicultural cities Ajar Pradika Ananta Tur; Arini Sabrina; Azelin Mohammed Noor; Yashinta Farahsani; Ida Puspita; Muhammad Hafiz Kurniawan
International Journal of Communication and Society Vol 5, No 1: June 2023
Publisher : Association for Scientific Computing Electrical and Engineering (ASCEE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31763/ijcs.v5i1.791

Abstract

As patriarchy is not solely based on sexuality, energizing women requires enhancing their intellect and state of mind. It is considered a gesture of respect to refer to a married woman by the name of her husband or eldest son. Women's public participation is still deemed devalued, as evidenced by the naming of restaurants. This study examines eatery names in Yogyakarta, Indonesia, and Malacca, Malaysia, two cities with similar historical backgrounds. It aims to investigate women's efforts to improve their negotiating position in society by naming their eateries. Although two restaurants place women in powerful positions, many still need help to attain women's positions and social respect.
REPRESENTING SOCIAL RELATIONS THROUGH ADDRESS TERMS IN ZOOTOPIA Syifa Zahra; Muhammad Hafiz Kurniawan
Language Literacy: Journal of Linguistics, Literature, and Language Teaching Vol 10, No 1: June 2026 (In Progress)
Publisher : Universitas Islam Sumatera Utara (UISU)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/ll.v10i1.13485

Abstract

This study investigates how terms of address in Disney’s Zootopia represent social relations, particularly unequal power relations and interpersonal closeness. Terms of address in conversation reflect various aspects of social relationships, including power relations, social distance, frequency of interaction, and emotional closeness. Employing a qualitative discourse analysis approach, the study analyzes address terms used by characters in both formal and informal interactions throughout the film. The study addresses two research questions: (1) How do terms of address reveal unequal power relations in formal settings? And (2) How do terms of address reveal interpersonal closeness in informal situations? The analysis integrates Eggins’ theory of tenor within the interpersonal metafunction framework and van Leeuwen’s theory of social actor representation. The findings reveal that formal interactions are predominantly characterized by formalization (71.4%) and honorification (87%), indicating the influence of institutional hierarchy and social distance on language choice. In contrast, informal interactions are dominated by appraisement (55.7%) and informalization (68.4%), reflecting familiarity, emotional closeness, and frequent social contact among characters. The findings demonstrate that address terms function not only as linguistic markers of identity but also as indicators of social hierarchy and interpersonal relationships. However, since this study focuses solely on a single animated film as a representation of social relations, future studies are encouraged to compare address-term usage across different films, genres, or cultural contexts.
PAN-ASIAN BEAUTY IDEOLOGY IN INDONESIAN SKINCARE PRODUCTS ADVERTISEMENTS: CRITICAL DISCOURSE ANALYSIS Muhammad Hafiz Kurniawan; Neidya Fahma Sunendar; Juwintan Juwintan; Liana Snytsar
Linguists : Journal of Linguistics and Language Teaching Vol 11, No 2 (2025): December
Publisher : Universitas Islam Negeri (UIN) Fatmawati Sukarno Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29300/ling.v11i2.8849

Abstract

Social media has changed the people perspective about beauty because it shapes beauty standard by giving exposure to particular body shape and skin tone. This research aims to investigate the ideology in the concept of beauty in local brand of skincare products in Indonesia via Instagram. Those two local brands are chosen because it shows how different ideologies are starting to be contested: “whiteness’ and ‘local’ beauty. This concept cannot be ignored because it is rooted in imperialism and colonialism. To reveal the ideology, this research began with the analysis of visual and verbal texts in Instagram posts from two official accounts, Kezia Skincare and Votre Peau. This case study uses Critical Discourse Theory proposed by Jäger & Maier and then supported by theories developed within social semiotics. The data in this research were collected by applying four steps adopted from Bezemer and Jewitt and in analyzing the data this research focuses on the discourse fragments to reveal the ideological statements. Linguistic and non-linguistic features are used intersemiotically to strengthen the message of ‘whiteness’ and ‘brightness’ beauty is within the customer reach. Although, one of beauty products has promoted the ‘local’ beauty, the consistency is still questioned because whiteness beauty ideology and the pan-Asian beauty still leaves the trace in representing the beauty thorough process types, metaphors, pathos and images.     
Dear Me Beauty for Beauty Inclusivity in Empowering Women to Conquer their Insecurity: Positive Multimodal Discourse Analysis Zahra Naila La Zinu; Muhammad Hafiz Kurniawan
Modality Journal: International Journal of Linguistics and Literature Vol. 5 No. 2 (2025): December 2025
Publisher : Universitas Islam Negeri Sjech M. Djamil Djambek Bukittinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30983/modalityjournal.v5i2.10176

Abstract

Beauty inclusivity and diversity have been echoed to give a chance to other races and other types of beauty are represented. This study analyzes Dear Me Beauty advertisements in Instagram reels using Appraisal Theory (Martin &White, 2005) to analyze the verbal elements and Visual Grammar Theory (Kress & Leeuwen, 2021) to analyze the visual representation. This research aims to explore how Dear Me Beauty communicates the discourse of inclusivity through visual representation of models with various skin colors and inclusive language in caption and product descriptions. The research employed a descriptive qualitative approach to examine visual and verbal elements present in Dear Me Beauty advertisements within a multimodal framework. The findings reveal that Positive Appreciation (65.28%) and Affect (21.96%) dominate the verbal discourse, highlighting the brand’s focus on empowerment, diversity, and self-acceptance. Graduation patterns indicate frequent upscaling and intensification, reinforcing optimism and inclusivity. Visual representation shows the dominance of unidirectional and non-transactional actions, balanced gaze, and equal social distance construct authenticity and approachability. This research contributes to the field of multimodal discourse analysis and offer practical implications for advertisers and scholars interested in understanding the discourse of inclusivity through advertisements.
Co-Authors Ajar Pradika Ananta Tur Arini Sabrina, Arini Azelin Mohammed Noor Ditta Eka Rahmadani Eva Listiani Gunawan, Wawan Ida Puspita Juwintan Juwintan Liana Snytsar Math Safeat Neidya Fahma Sunendar Paramita Kusumawardhani Sudana, Dadang Syifa Zahra Syihabuddin Syihabuddin Ulaya Ahdiani Yashinta Farahsani Yusep Ahmadi F Zahra Naila La Zinu