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All Journal JTechLP Journal of Teaching and Education for Scholars
Fortuna, Nurkhaira Ariendita
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Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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TEACHERS’ PERCEPTIONS ON THE USE OF ENGLISH AS A MEDIUM OF INSTRUCTION AT EX-RSBI PUBLIC JUNIOR SECONDARY SCHOOLS IN MAKSSAR Fortuna, Nurkhaira Ariendita; Baa, Sultan; Sakkir, Geminastiti
JTechLP: Journal of Technology in Language Pedagogy Vol 2, No 3, Nov (2023): JTechLP: Journal of Technology in Language Pedagogy
Publisher : Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26858/jtechlp.v3i2, June.63162

Abstract

The objectives of this research were to find out (1) the difference between teaching and learning using English at the RSBI program and Merdeka curriculum (2) the teachers’ perceptions on which program more enhances students’ English development and academic content (3) the teachers’ suggestions on the use of EMI (teaching Science and Math using English). This research applied descriptive qualitative research design. Interviews and documentation were used as the instruments to collect data. The participants of this research were five teachers from SMP Negeri 6 Makassar and SMP Negeri 12 Makassar. The participants were all Mathematics and Science teachers and had experienced the RSBI program. The results of the research showed: (1) students' competitive attitudes have decreased and the intensity of using EMI has decreased since the RSBI program was abolished, (2) there has been a decline in students' academic achievement and schools’ performance compared to when the RSBI program was still ongoing, (3) teachers' commitment, developing an ELT policy and re-programming bilingual classes are suggested to infuse the use of EMI into classroom pedagogy.
Seventeen Group Music and Indomilk: A Critical Discourse Analysis of Language and Power in Celebrity Endorsement Fortuna, Nurkhaira Ariendita; Athyah, Andi Ummy; Amin, Fatimah Hidayahni; Sunusi, Seny Luhriyani; Hanafie, Nurharsya Khaer
Journal for Teaching and Education for Scholars Vol 2 No 1 (2025): JOTES: May
Publisher : Yayasan Cendekiawan Indonesia Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59065/jotes.v2i1.215

Abstract

This study analyzes language and power relations in celebrity endorsement through the lens of SEVENTEEN’s advertisement for Indomilk. Although celebrity endorsements are known to influence purchasing decisions, there is scant focus on the discourse celebrities strategically employ, especially in the context of K-pop. Fairclough’s three-dimensional Critical Discourse Analysis (CDA) was used in this research to capture how SEVENTEEN’s language choices in their endorsement critically constrain or reproduce the power dynamics relations of the brand, the celebrities, and the consumers. Headed from June 2024 to March 2025, the study collected television and social media ads targeting specific audiences, alongside numerous other pieces of marketed dialogue and visuals. The data were examined at multi-levels: textual, discursive, and social practice. The results indicate that the primary narrative of the ads was to promote Indomilk not simply as a drink but as a vessel of joy, vigor, and global citizenship visually and textually via relatable marketing image and emotionally resonant vernacular. Culturally, the endorsement is framed in Korean with outlandish and groundless suggestions to defy any local inklings of identity which simultaneously aids the brand’s appeal among young local audiences amplifying brand loyalty. The research also notes the portrayals change when it comes to male idols as they perform emotive expressiveness and soft masculinity, which contributes to changing cultural traditions. The results of this study highlight how celebrity discourse operates as a site of socio-cultural and business appropriation, affixing brand power and molding identity of clientele. 
Co-Authors Amin, Fatimah Hidayahni Athyah, Andi Ummy Baa, Sultan Geminastiti Sakkir Hanafie, Nurharsya Khaer Seny Luhriyani Sunusi