<![CDATA[This study aims to analyze the use of youth slang as a communication strategy in TikTok Live marketing and its implications for English language learning. The development of social media has influenced language use, especially among the younger generation, who tend to use informal and dynamic language in digital communication. TikTok Live, as an interactive platform, allows hosts to communicate directly with audiences, making language an important tool for building engagement and persuasive communication, particularly in the promotion of fashion and beauty products. This study used a qualitative approach with a case study method involving ten TikTok Live hosts from various brands and online stores. Data collection techniques were carried out through observation, interviews, and documentation, then analyzed using qualitative descriptive analysis. The results showed that youth slang was used strategically to increase audience engagement, create relaxed and friendly communication, and adapt communication styles to the characteristics of the audience, which is predominantly the younger generation. In addition, the use of slang helped reduce social distance between hosts and viewers and strengthened interaction during the live session. The research findings also showed that digital language practices differ from formal language taught in the classroom, so that the integration of digital language in learning can improve sociolinguistic awareness and students' communication competence in English learning.]]>
Copyrights © 2025
