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Genre Analysis of University Brochures: A Comparison Between UISU and UMSU Using the MOVE and STEP Model Arina Putri; Naila, Aisya Naifa; Fransisca, Amanda; Ulfa, Maryam; Margaret, Carissa; Zein, Thyrhaya
IJLHE: International Journal of Language, Humanities, and Education Vol. 7 No. 2 (2024): IJLHE: International Journal of Language, Humanities, and Education
Publisher : Master Program in Indonesian Language Education and The Institute for Research and Community Service STKIP PGRI Bandar Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52217/ijlhe.v7i2.1627

This study analyzes the promotional brochures of two universities, Universitas Islam Sumatera Utara (UISU) and Universitas Muhammadiyah Sumatera Utara (UMSU), using Askehave and Nielson's (2005) framework for move analysis. The framework identifies nine moves, including attracting attention, greeting, identifying the sender, detailing content, and establishing contact, among others. The analysis reveals both similarities and differences in how these institutions present themselves to prospective students. Both brochures use visually appealing designs, structured layouts, and detailed content to engage readers and emphasize institutional credibility. UISU’s brochure prioritizes practical details, such as scholarships, facilities, and operational transparency, aiming to provide prospective students with comprehensive and actionable information. Conversely, UMSU’s brochure emphasizes its "Grade A" accreditation, Islamic values, and unique identity, positioning itself as a prestigious institution in Sumatera. The findings highlight how higher education institutions employ tailored strategies in their promotional materials to address the needs and aspirations of their target audiences. This study provides valuable insights into effective communication practices in higher education marketing, emphasizing the importance of balancing institutional goals with audience expectations

FTA Strategy of Gaga Muhammad Post-Scandal: Image Recovery on Grace Tahir’s Podcast Naifa Naila, Aisya; Putri, Arina; Ulfa, Maryam; Fransisca, Amanda; Rangkuti, Rahmadsyah; Irwan
Journal of Applied Linguistics Vol. 4 No. 2 (2025): January, 2025
Publisher : English Lecturers and Teachers Association (ELTA)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52622/joal.v4i2.340

This research explored the politeness strategies employed by Indonesian YouTube vloggers in response videos, focusing on a podcast discussion between Gaga Muhammad and Grace Thahir. Using a qualitative research design with a phenomenological approach, this study examines the interpersonal dynamics and the impact of face-threatening acts (FTAs) on public perception. Data were collected from a podcast episode of Voices of Change, where the two speakers discussed pressing social issues, community engagement, and mental health while also delving into Gaga's personal controversies, including his involvement in a fatal car accident. The analysis employed Brown and Levinson's politeness theory to identify strategies such as paying attention to the interlocutor's needs, exaggerating sympathy, avoiding conflict, and looking for consensus. Findings reveal that while Gaga uses politeness strategies to justify his actions and rebuild his public image, Grace frequently challenges his narrative through FTAs, targeting both his positive and negative face. For example, Grace confronts Gaga’s attempts at self-justification with direct critiques, often heightening the conversational tension. The podcast reflects societal expectations of public figures embroiled in scandals to exhibit remorse and take accountability. Despite efforts to apply positive politeness strategies, such as showing interest and declaring common ground, the discourse often shifts towards defensiveness, limiting its effectiveness in fostering mutual understanding. This study highlights the challenges of navigating public apologies and societal expectations, offering insights into the role of politeness in mitigating conflict and enhancing public discourse in social media interactions. Keywords : politeness strategies; face-threatening acts; YouTube vloggers; public discourse

Framing Theory on Cyber Politic Analysis: Candidate for Governor of North Sumatera on Instagram Naila, Aisya Naifa; Gultom, Amanda Fransisca; Septiani, Arina Putri; Ulfa, Maryam; Avrillia, Wina; Putri, Dian Marisha
Lexeme : Journal of Linguistics and Applied Linguistics Vol. 7 No. 1 (2025): JANUARY 2025
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/ljlal.v7i1.45768

This study explores the utilization of Instagram as a social media platform in political campaigns during the Medan Governor Election, applying the principles of framing theory. The primary aim is to investigate how gubernatorial candidates construct and disseminate their political messages through visual and textual content to shape voter perceptions. Anchored in Erving Goffman’s (1974) framing theory, the study examines how candidates selectively emphasize and organize information to influence audience interpretation. By employing Instagram features such as posts, stories, and interactive elements, candidates seek to craft their public image, underscore key issues, and engage voters effectively. The findings indicate that Instagram functions as a pivotal tool for shaping public opinion and increasing candidates' visibility in the context of digital media-driven political campaigns. This research underscores the importance of strategic social media use in modern political communication, highlighting its potential to redefine voter engagement and public discourse

Feminist Narratives in Memes through Socio-Cognitive Analysis Perangin-angin, Alemina Br.; Ulfa, Maryam; Putri, Citra Anggia; Sujatmoko, Koko
Tradition and Modernity of Humanity Vol. 5 No. 2 (2025): May
Publisher : TALENTA Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32734/tmh.v5i2.21671

Using Van Dijk's socio-cognitive approach, this study examines ten feminist-themed memes from Pinterest, emphasizing the discursive, cognitive, and social elements. Three main themes emerge from the analysis of the memes: criticism of gender expectations, assertion of women's strength, and resistance to male control. The results show that women reject male control and dominance in memes under the first group (1.1; 1.3; 1.9), emphasizing female independence and resilience. The second category's memes (1.2, 1.4, 1.5, and 1.6) highlight women's strength and independence, demonstrating their capacity to subvert conventional wisdom and reinterpret social norms. The third category (1.7; 1.8; 1.10), on the other hand, criticizes what society expects of women and shows them as defying patriarchal stereotypes. This change demonstrates how digital discourse has developed into a platform that questions established hierarchies of power and encourages social criticism. These memes are vital resources for advancing feminist principles, empowering women, and raising awareness of gender equality because they use sarcasm and comedy. According to the study's findings, memes are more than just amusement; they are potent cultural artifacts that have the capacity to shape public opinion and promote constructive social change.

Exchange Structure in The United States Presidential Election Debate 2024: Donald Trump and Kamala Harris Ulfa, Maryam; Yusuf, Muhammad; Syahputra, Fikry Prastya
LingPoet: Journal of Linguistics and Literary Research Vol. 6 No. 2 (2025): LingPoet: Journal of Linguistics and Literary Research
Publisher : Talenta Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

This study analyzes the 2024 U.S. presidential election debate between Donald Trump and Kamala Harris using the Interpersonal Function framework, specifically Exchange Structure (Move) from Systemic Functional Linguistics (SFL). The analysis identifies five Move patterns: "K1", "K2^K1", "K1^K2F", "K1^K2F^K1F", and "A1", along with one dynamic move pattern: Challenge and Response to Challenge (CH-RCH). The findings reveal that Donald Trump adopts a more authoritative and responsive stance in the debate, frequently assuming the role of Primary Knower (K1) to assert his knowledge and authority. He is more engaged in responding to challenges (RCH) rather than initiating them, indicating a focus on defending his credibility. In contrast, Kamala Harris actively challenges (CH) Trump's statements, often taking the Secondary Knower (K2) role by questioning or scrutinizing his claims before asserting her own position. However, she also assumes the Primary Knower (K1) role at times to establish her authority. Trump's debate strategy is centered on defending and reinforcing his credibility, while Harris employs a more confrontational approach, challenging Trump's assertions to cast doubt on his statements. This study contributes to the understanding of power dynamics and interactional strategies in political debates through an SFL-based discourse analysis.

Genre Analysis of University Brochures: A Comparison Between UISU and UMSU Using the MOVE and STEP Model Arina Putri; Naila, Aisya Naifa; Fransisca, Amanda; Ulfa, Maryam; Margaret, Carissa; Zein, Thyrhaya
IJLHE: International Journal of Language, Humanities, and Education Vol. 7 No. 2 (2024): IJLHE: International Journal of Language, Humanities, and Education
Publisher : Master Program in Indonesian Language Education and The Institute for Research and Community Service STKIP PGRI Bandar Lampung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52217/ijlhe.v7i2.1627

This study analyzes the promotional brochures of two universities, Universitas Islam Sumatera Utara (UISU) and Universitas Muhammadiyah Sumatera Utara (UMSU), using Askehave and Nielson's (2005) framework for move analysis. The framework identifies nine moves, including attracting attention, greeting, identifying the sender, detailing content, and establishing contact, among others. The analysis reveals both similarities and differences in how these institutions present themselves to prospective students. Both brochures use visually appealing designs, structured layouts, and detailed content to engage readers and emphasize institutional credibility. UISU’s brochure prioritizes practical details, such as scholarships, facilities, and operational transparency, aiming to provide prospective students with comprehensive and actionable information. Conversely, UMSU’s brochure emphasizes its "Grade A" accreditation, Islamic values, and unique identity, positioning itself as a prestigious institution in Sumatera. The findings highlight how higher education institutions employ tailored strategies in their promotional materials to address the needs and aspirations of their target audiences. This study provides valuable insights into effective communication practices in higher education marketing, emphasizing the importance of balancing institutional goals with audience expectations

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