<![CDATA[This study explores the use of politeness strategies in online interactions, particularly on social media platforms such as TikTok and Instagram, based on Brown and Levinson's (1987) politeness theory. Using a qualitative descriptive approach and supported by a library research, this study analyzed user comments collected through documentation techniques. The data were then categorized through content analysis into four main strategies: positive politeness, negative politeness, bald on record, and off record. The findings indicate that positive politeness strategies were the most frequently employed, reflecting the collectivist orientation of Indonesian social media users in maintaining interpersonal harmony. Negative politeness and off-record strategies were primarily observed in interactions requiring deference, indirectness, or face-saving, whereas bald-on-record strategies occurred predominantly in emotionally charged or conflict-oriented exchanges. The selection of politeness strategies was influenced by socio-cultural values, platform-specific communication norms, and users' social identities. These findings contribute to the theoretical development of pragmatics and sociolinguistics by extending the application of politeness theory to digital communication, while also offering practical implications for fostering respectful online interaction and promoting digital communication literacy.]]>
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