The Use of Terms of Address, Code Mixing and Code Switching in Online Facebook Business
| Main Author: | Citra Larasati |
|---|---|
| Format: | PeerReviewed |
| Bahasa: | ind |
| Terbitan: |
, 2013
|
| Online Access: |
http://karya-ilmiah.um.ac.id/index.php/sastra-inggris/article/view/23954 |
Daftar Isi:
- ABSTRACT Larasati,Citra. 2012. Terms of Address Used in Online Facebook Businesses. English Department, Faculty of Letters, State University of Malang. Advisor: Dr. Emalia Iragiliati, M.Pd. Keywords: terms of endearment, positive politeness strategy, Facebook The latest phenomenon in communication strategies is the online communication. The online communication is utilized not only as a means of building a social relationship among people but also as an effective instrument in promoting goods of online stores. The existence of the various online stores might easily be discovered in the social networking sites. One of them is Facebook. The research questions of this study cover the kinds of English and Indonesian terms of endearment indicating intimacy, equality and solidarity, the probable reasons for the online business vendors to code mix and code switch the language also the kinds of terms of endearment used by online business vendors in Facebook vs prices based on social strata. The research design of this study is descriptive-qualitative. The primary data are the utterances containing the terms of address used by online business vendors. The secondary data are the works of Skagerström (2010) and ThielkeMatrike (2011) as references for this study. In this study, there are three research results (1) kinds of terms of endearment used by online Facebook vendors in terms of showing intimacy, equality, and solidarity (2) the probable reasons for the online business vendors to code mix and code switch the language (3) kinds of terms of endearment vs prices based on social strata. The results of the study are analyzed using Brown and Levinson on Positive Politeness Strategy no 4: in-group identity markers (1987) and Women’s Talk by Tannen (1990, 1991). The researcher collected 145 data of terms of endearment which were categorized into English endearments (74) and Indonesian endearments (71). From the 74 data of the English endearments, the most frequent type of terms of endearment which appeared was Sister (54,1 %), the second was Dear (17,6%), followed by Baby (14,9,%) and Madam (5,3%). Darling, Honey, and Girls shared the same percentage (2,7%). From the 71 data of the Indonesian endearments, the most frequent type of terms of endearment which appeared was Sayang (43,7%), the second was Kakak (22,5%). The third was Mbak (21,2%). The fourth were Jeng (4,2%) and Mas Bro (4,2%). Cinta, Neng and Gan which shared the same percentage (1,4%). The reason of people to code switch and code mix their utterances as described by Hoffman (1991:116) and Savile-Troike (1986:69) in Apriana (2006) are as follows, the reason for expressing group identity occurs the most (43,0 %). The reason of talking about a particular topic (36,4%), the intention of clarifying the speech content for the interlocutor (10,3%), the real lexical need (6,7 %), the reason of softening or strengthening request of command,(3,0%), sentence fillers or sentence connectors (0,6%). However, no one mixes or switches his codes or languages under the reasons of quoting somebody else, being emphatic about something and repetition used for clarification (0.0 %). Related to the notion that the kinds of terms of endearment has a connection with prices based on social strata, the results of this study demonstrates that prices is not connected with preferred terms of endearment employed by the speakers. The prices cannot reveal the choice of terms of endearments, since the terms of endearments employed by certain speakers are broadly verbal habits. The use of terms of endearment by online Facebook business vendors in Facebook conversation obviously gives a clear description related to the Positive politeness strategy. The implementation of this strategy affects the buyers for the reason that they will consider themselves to have an intimate relationship and well-treated by the sellers. In a business practice, being polite and sociable to other people in terms of perceiving a stranger as similar solely aims at selling the products well. The further research on terms of address is expected to use more contexts such as in a political discourse.