Linguistic Phenomena in Live Streaming Commerce
DOI:
https://doi.org/10.30872/jbssb.v9i3.18064Abstract
Bahasa merupakan media komunikasi yang digunakan oleh masyarakat untuk berbagai kepentingan sehingga menciptakan fenomena yang dinamis. Dalam tren jual beli melalui penyiaran langsung, penjual menggunakan bahasa interaksi yang unik dan sangat menarik untuk dikaji melalui penelitian deskriptif kualitatif ini. Tim peneliti mengamati para penjual yang melakukan jual beli melalui penyiaran langsung pada platform Shopee sebagai subjek penelitian. Tim peneliti mengumpulkan data dengan observasi partisipatif sejak Oktober 2023 hingga November 2024. Analisis dilakukan dengan mengklasifikasikan data sesuai kriteria dan aktifitas penjual, kemudian memfilter, mendeskripsikan, menanggapi data dengan teori yang relevan, dan menyimpulkan hasilnya. Tim peneliti telah menemukan fenomena yang signifikan berbeda antara bahasa yang digunakan oleh penjual dengan 10-250 dan penjual dengan di atas 1000 peserta siaran. Sedangkan penjual dengan 10-250 dan 251-1000 peserta siaran lebih memiliki kesamaan. Penelitian ini juga berhasil mengungkap bahwa terdapat empat aktifitas penting dalam jual beli melalui penyiaran langsung yakni 1) memberi salam dan menyapa peserta siaran, 2) mendeskripsikan produk, 3) membujuk peserta siaran, dan 4) memblokir peserta siaran. Tim peneliti mengungkap bahwa para penjual menerapkan perluasan makna dalam memberi salam dan menyapa peserta siaran. Pada urutan demo dan deskripsi produk, beberapa penjual melakukan uji coba langsung terhadap produk dan menggunakan majas hiperbola. Penjual membujuk dan mencapai closing dengan menggunakan majas ameliorasi dan personal barnding. Terakhir, para penjual menggunakan majas ironi dan sarkasme untuk memblokir peserta siaran yang “nakal”. Kajian tentang fenomena linguistik akan selalu berkembang sesuai dinamika maka para peneliti berikutnya disarankan untuk melanjutkan penelitian terkait. Kata kunci: bahasa, fenomena, jual beli, penyiaran langsung ABSTRACT Language is a communication medium used by people for various purposes thereby it always creates dynamic phenomena. In the current trend of live streaming commerce, sellers interact uniquely and it is very interesting to study through this qualitative descriptive research. The researchers observed sellers who did live streaming commerce on Shopee as the research subjects. The researchers collected data with participatory observation from October 2023 to November 2024. The analysis was carried out by classifying the data based on the seller's criteria and activities, then filtering, describing, responding to the data with relevant theories, and concluding the results. The researchers had found a significant difference in the language used by sellers with 10-250 and sellers with more than 1000 participants. Meanwhile, sellers with 10-250 and 251-1000 participants had more common language usage. This study also succeeded in revealing that there are four important activities in the live streaming commerce namely 1) greeting and greeting the participants, 2) describing products, 3) persuading the participants, and 4) blocking the participants. The researchers discovered the sellers applied meaning extension in greeting and greeting the participants. In product description, some sellers conducted “try on the product” as body language and used hyperbole. The sellers persuaded and reached the closing by using amelioration and personal branding. Last, sellers used irony and sarcasm to block "rogue" participants. The study of linguistic phenomena will always develop due to its dynamics, so the next researchers are suggested to continue studying related sections of this research. Keywords: commerce, language, live streaming, phenomenaReferences
Ahmad, [, Fatoni, S., & Fatoni, A. S. (2021). FENOMENA PERLUASAN DAN PENYEMPITAN MAKNA DALAM ILMU SEMANTIK. Lahjah Arabiyah, 2(1).
Aljadaan, N. (2018). Understanding Hyperbole. Arab World English Journal, (212), 1–31. https://doi.org/10.24093/awej/th.212
Altakhaineh, A. R. M. (2018). The semantic change of positive vs. Negative adjectives in Modern English. Lingua Posnaniensis, 60(2), 25–38. https://doi.org/10.2478/linpo-2018-00010
Ameylia Maya Kristinaupi, Sitaresmi, N., Sulistyaningsih, L. S., Gumilar, G. S., & Syahfitri, I. (2024). FENOMENA PERUBAHAN MAKNA KATA BAHASA INDONESIA DALAM KONTEN PLATFORM INSTAGRAM DAN X. Semantik, 13(1), 87–102. https://doi.org/10.22460/semantik.v13i1.p87-102
Cheng, X., Fu, S., Qi, Y., Zhao, H., Liu, F., Wang, Y., & Dong, X. (n.d.). Marketing by live streaming: How to interact with consumers to increase their purchase intentions.
Dandy, A., Bahasa Indonesia, P., Al, S., Surabaya, H., & Kebonsari Elveka, J. (n.d.). FENOMENA BAHASA DI MASA PANDEMI VIRUS CORONA (Studi Sosiolinguistik).
Dinari, I., Nababan, ; M R, & Djatmika, ; (2017). THE ANALYSIS OF TRANSLATION TECHNIQUES OF IRONY AND SARCASM IN NOVEL ENTITLED THE RETURN OF SHERLOCK HOLMES AND THE EFFECTS ON TRANSLATION. Prasasti: Journal of Linguistics, 2(1).
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., … Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Emak-Emak RI Lebih Pilih Belanja Online Dibanding ke Mal. (n.d.).
Ernawati, Y. (2021). Perubahan Makna Kata Bahasa Indonesia di Media Sosial.
Esseily, R., Somogyi, E., & Guellai, B. (2016, October 20). The relative importance of language in guiding social preferences through development. Frontiers in Psychology, Vol. 7. Frontiers Media S.A. https://doi.org/10.3389/fpsyg.2016.01645
Fauzia, I. Y. (2016). Pemanfaatan e-commerce dan m-commerce dalam bisnis di kalangan wirausahawan perempuan. Journal of Business and Banking, 5(2).
Gibbs, R. W. ., & Colston, H. L. . (2024). The Cambridge handbook of irony and thought. Cambridge University Press.
Harian, D., & Merdeka, S. (n.d.). Pergeseran Dan Perubahan Makna Pada Kolom “PIYE JAL.”
Haryono, A. (n.d.). PERUBAHAN DAN PERKEMBANGAN BAHASA: Tinjauan Historis dan Sosiolinguistik.
Husein, M. (2013). Mengenal Personal Branding. Retrieved from http://tommymt.wordpress.com/2013/08/30
Huyler, D., & McGill, C. M. (2019). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, by John Creswell and J. David Creswell. Thousand Oaks, CA: Sage Publication, Inc. 275 pages, $67.00 (Paperback). New Horizons in Adult Education and Human Resource Development, 31(3), 75–77. https://doi.org/10.1002/nha3.20258
Ilse de Wit. (2021). A Terrific Paper: A Corpus Study of Amelioration and Pejoration in Adjectives Related to Fear. Stockholms Universitet.
Jl Bregjen Hasan Basry, M. H., Kayu Tangi, K., & Pos, K. (n.d.). KEBERADAAN BAHASA DAN DINAMIKA KEHIDUPAN MASYARAKAT (LANGUAGE EXISTENCE AND SOCIAL LIFE DYNAMIC).
Katrini, Y. E. (2014). Fenomena Bahasa di Lapangan: Sebuah Kajian Kualitatif. In Ragam Jurnal Pengembangan Humaniora (Vol. 14).
Kim, H., Sefcik, J. S., & Bradway, C. (2017). Characteristics of Qualitative Descriptive Studies: A Systematic Review. Research in Nursing and Health, 40(1), 23–42. https://doi.org/10.1002/nur.21768
Lambert, V. A., & Lambert, C. E. (n.d.). Editors: Pacific Rim International Journal of Nursing Research. In Pacific Rim Int J Nurs Res.
Lucknow, S. (2022). The Role of Body Language in Cross Cultural Communication. In International Journal for Research Trends and Innovation (www.ijrti.org) (Vol. 7). Retrieved from www.ijrti.org
Ng, S. H., & Deng, F. (2017). Language and Power. In Oxford Research Encyclopedia of Communication. Oxford University Press. https://doi.org/10.1093/acrefore/9780190228613.013.436
Nursida Dosen tetap Jurusan Bahasa dan Sastra Arab Fakultas Ushuluddin, I., & Adab IAIN Sultan Maulana Hasanuddin Banten, dan. (n.d.). PERUBAHAN MAKNA SEBAB DAN BENTUKNYA: SEBUAH KAJIAN HISTORIS.
Nyoman Ayu Suciartini UHN Gusti Bagus Sugriwa Jalan Ratna Nomor, N. I. (n.d.). SUGESTI BAHASA DALAM NARASI PENGENDALIAN COVID-19 PADA UNGGAHAN MEDIA SOSIAL Language Suggestion in Covid-19 Control Narrative on Social Media Posts. In Juni (Vol. 10).
Osei, A. B., & Anim-Wright, K. (2024). Personal Branding: A Systematic Literature Review. International Journal of Marketing Studies, 16(1), 30. https://doi.org/10.5539/ijms.v16n1p30
Penggunaan, F., Slang, B., Nilai, D., Karakter, N., Mahasiswa, P., Azizah, F., … Rahadian, S. (n.d.). FENOMENA PENGGUNAAN BAHASA SLANG DAN NILAI-NILAI KARAKTER PADA MAHASISWA.
Rabiah, S., Kunci, K., & Budaya, R. (n.d.). LANGUAGE AS A TOOL FOR COMMUNICATION AND CULTURAL REALITY DISCLOSER 1.
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350–366. https://doi.org/10.1016/j.ijresmar.2018.12.002
Resat, F. A. (2019). The Body Language of Culture. International Journal for Innovation Education and Research, 7(8).
Šeškauskienė, I. (2008). The LAnguAge of LinguisTic reseArch: is There rooM for MeAning exTension? Retrieved from http://www.natcorp.ox.ac.uk/
Stit, A., & Nusantara, P. (2019). TEORI PERKEMBANGAN BAHASA. In PENSA : Jurnal Pendidikan dan Ilmu Sosial (Vol. 1). Retrieved from https://ejournal.stitpn.ac.id/index.php/pensa
Tri Susanto, T., Nurdiansyah, C., & Alam, N. (2019). MENGUNGKAP FENOMENA BAHASA CAMPURAN PADA BUDAYA POPULER DALAM PERSPEKTIF POSMODERN. Jurnal Trias Politika, 3(2), 170–181.
Uzun, G. O. (2021). A Review of Communication, Body Language and Communication Conflict. International Journal of Psychosocial Rehabilitation, 24(09). Retrieved from https://www.researchgate.net/publication/351057431
Wilson, D., & Sperber, D. (2012). Explaining Irony. In Meaning and Relevance (pp. 123–145). Cambridge: Cambridge University Press.
Yuniarto, H., Kunci, K., & Makna, P. (n.d.). Tipe, Proses, dan Penyebab Perubahan Makna dalam Bahasa Indonesia.
Zimmermann, T. E. (n.d.). Extensions in compositional semantics. Retrieved from https://www.researchgate.net/publication/343537073
Downloads
Published
Issue
Section
License
Every work in Ilmu Budaya: Jurnal Bahasa, Sastra, Seni, dan Budaya is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Under the following terms:
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
