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UNPACKING MEANING-MAKING IN HYUNDAI’S 2016 SUPER BOWL AD: A MULTIMODAL TRANSITIVITY ANALYSIS Imam Hanafi; Andri Wardana; Sopian; Rosa Kusuma Arum; Marlina Angelica Artanti
English Review: Journal of English Education Vol. 14 No. 2 (2026)
Publisher : University of Kuningan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25134/englishreview.v14i2.118

Abstract

This study addresses the following research questions: how are transitivity processes distributed across linguistic, visual, and auditory modes; how do transitivity frames construct meanings of power, control, and surveillance; and how do auditory elements interact with other modes to reinforce persuasive meaning in video commercials? Using a qualitative multimodal discourse analysis approach, the study integrates Halliday and Matthiessen’s (2014) transitivity system with Baldry and Thibault’s macro-analytical framework. The Hyundai Super Bowl 2016 commercial was segmented into 67 frames, of which 20 were selected based on camera shifts, participant interaction, product visibility, and salient multimodal features. The findings show that material processes account for 50% of the clauses (9 out of 18), positioning the car as the central Actor, while relational processes construct positive attributes associated with the product. Visual strategies, such as low-angle shots and dynamic camera movement, reinforce meanings of power and control, while auditory elements, including wolf howls, tyre screeches, and alarm sounds, contribute to themes of surveillance and protection. Persuasive meaning emerges from the coordinated interaction of semiotic modes across transitivity frames. The study extends multimodal discourse analysis by incorporating auditory resources and offers pedagogical implications for teaching students to analyse how multiple semiotic modes jointly construct meaning in media texts.
STREAMING SELVES: VULGAR LANGUAGE, CODE-MIXING, AND HYBRID COMMUNAL IDENTITY OF AN INDONESIAN LIVE-STREAMER Fariq Shiddiq Tasaufy; Cicilia Deandra Maya Putri; Slamet Setiawan; Ayunita Leliana; Lina Purwaning Hartanti; Imam Hanafi; Noerhayati Ika Putri
LiNGUA: Jurnal Ilmu Bahasa dan Sastra Vol 20, No 2 (2025): LiNGUA
Publisher : Laboratorium Informasi & Publikasi Fakultas Humaniora UIN Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/ling.v20i2.36114

Abstract

This paper examines how an Indonesian live-streamer and his audiences create a hybrid communal identity by using vulgar language and code-mixing with reference to the popular YouTube livestream @deandeankt. With the digital medium transforming the world into a global village, the streaming culture in Indonesia provides a distinct perspective into how localized linguistic practices interact with global trends in the internet. The interpretivist-constructivist paradigm applied in the current case study research was aimed at understanding the way language and interaction produced hybrid identities. It gathered linguistic and paralinguistic data of @deadndeakt’s livestream for 90 minutes with netnography and thematic analyses. According to the study, abusive swearing (e.g., "kontol [dick]", "goblok [stupid]") represents 89.3 percent of the vulgar language and serves as playful insults, which enhance group cohesion. Emphatic swearing ("Anjing! Gua kalah! [Bitch! I lost!]") and cathartic swearing (“Ngentot, mic-nya rusak! [Fuck, the microphone is broken!]”) increase the emotional involvement. Intra-sentential blends, especially code-mixing (“Brightness-nya kita bikin tiga kali [We increase the brightness threefold]”), prevails in 85 percent. Other examples combine English gaming slang (template, unarchive) with Indonesian structure and local dialects, like a Javanese swear word (“Cok [Damn]”). Pronunciations, such as BTW [read in Indonesian: be te we] are even more localized global terms. It is analyzed that the vulgar language usage assists in persona creation and building of relationships with the audience, creating a tight-knit, exclusive community in which such language represents belonging and emotional release, despite its offensiveness in the larger society. Moreover, streamers combine Indonesian and English with gaming jargon to successfully appeal to their bilingual audience, so that they could be technically accurate and still fit into the global gaming cultures. These activities form a hybrid identity, where speakers possess a strong sense of Indonesian culture but are consistent with international trends, which strengthens group exclusivity. The results draw attention to live-streaming as a contact zone in which language negotiates belonging, which disrupts strict cultural boundaries. The study highlights the sociolinguistic innovativeness of online communities and recommends future research on offline effects of these online linguistic norms and the effects of the hybrid identities and communicative practices used in live-streaming communities on daily language, social interaction, and identity formation in the real world. The authors also suggest cross-cultural comparative research to find out whether the phenomena are specific to the Indonesian situation or have they become a global trend.
Pelatihan Menulis Kreatif Wisata Telaga Sarangan Lisetyo Ariyanti; Imam Hanafi; Suyanti Fatma Umayfa; Cicilia Deandra Maya Putri; Adam Damanhuri
Jurnal Pengabdian Masyarakat IPTEKS Vol. 11 No. 2 (2025): PENGABDIAN MASYARAKAT IPTEKS
Publisher : Universitas Muhammadiyah Jember

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Abstract

Kegiatan Pengabdian kepada Masyarakat (PKM) ini dilaksanakan untuk menjawab permasalahan mitra, yaitu keterbatasan kemampuan menulis kreatif di kalangan staf Dinas Kebudayaan dan Pariwisata Kabupaten Magetan serta minimnya konten naratif yang menarik tentang wisata Telaga Sarangan. Padahal, dalam konteks promosi wisata modern, kekuatan narasi sangat penting untuk membangun citra destinasi yang berkesan dan menggugah minat wisatawan. Sebagai solusi, tim dari Program Studi Sastra Inggris Universitas Negeri Surabaya (Unesa) Kampus 5 Magetan menyelenggarakan pelatihan menulis kreatif dengan pendekatan berbasis praktik. Kegiatan dilakukan secara luring dan daring selama April–Mei 2025, meliputi penyampaian materi, latihan menulis, pendampingan, dan pemberian umpan balik terhadap karya peserta. Hasil kegiatan menunjukkan adanya peningkatan kemampuan peserta dalam menulis narasi wisata yang lebih komunikatif, deskriptif, dan reflektif. Karya-karya terbaik peserta dipublikasikan di laman resmi Dinas Kebudayaan dan Pariwisata Kabupaten Magetan serta dimanfaatkan sebagai materi promosi wisata berbasis kearifan lokal. Dengan demikian, kegiatan ini tidak hanya meningkatkan kapasitas individu, tetapi juga memperkaya strategi promosi Telaga Sarangan melalui penulisan kreatif.