The Role of Linguistics on Influencing Community Associations on Social Media: A Socio-Semantic Study of Commodity Advertisements
DOI:
https://doi.org/10.22225/jr.11.1.2025.191-209Keywords:
Commodity Advertisements, Consumer Behavior, Digital Marketing, Discourse Analysis, Language PersuasiveAbstract
In the digital era, commodity advertisements on social media use persuasive language to create associations within user communities. This research examines the role of linguistics on influencing community associations on social media through commodity advertisements, using a socio-semiotic study approach. By employing socio-semiotic linguistic theory, the study analyzes how word choices, symbols, and connotations used in advertisements can shape social perceptions and community identities. This research was qualitative in nature. The data in this study consists of words, phrases, and symbols, while the data sources were commodity advertisements on social media. The method used to collect the data is content analysis. The researcher listens to the words, symbols, and the connotative meanings embedded in the advertisements. The data was analyzed using a socio-semiotic approach, focusing on the linguistic and symbolic elements within the advertisements. The study finds that carefully crafted language in commodity advertisements significantly influences consumer perceptions, strengthens social bonds, and shapes collective identities. Moreover, the findings from this research suggest that the choice of words or phrases in advertisements for each commodity must create a positive impression in the public's consciousness. Thus, beyond simply informing, the language used should also touch the emotional aspect of the audience, prompting them to purchase the product to fulfill their needs. This study contributes to the understanding of how language influences consumer behavior and provides practical implications for marketers in creating more persuasive advertisements
References
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Akhmad Sofyan, Riantino Yudistira, Muta’allim, Fahmi Reza Alfani, & Abdul Azizul Ghaffar. (2022). The Analysis of Conversational Implicature between Students and Teachers at Al-Azhar Islamic Boarding School. RETORIKA: Jurnal Ilmu Bahasa, 8(1), 65–72. DOI: https://doi.org/10.55637/jr.8.1.4042.65-72
Antoro, R. D. Makna di Balik Sistem Tanda pada Iklan Pilar Indosat Mentari di Minimarket (Kasus Iklan Indosat Mentari 2014).
Badrudin, A., Sofyan, A., Salikin, H., Muta'allim., & Wijaya, R. (2023). Kyai and His Family’s Criticism and Praise toward Santri at Pesantren. Karsa: Journal of Social and Islamic Culture, 31(2), 350–374. DOI: https://doi.org/10.19105/karsa.v31i2.10940
Bell, A. (1991). The Language of News Media. Blackwell.
Daulay, P., Muta’allim., Sayfullah, H., Rohmah, A., & Hafsah, H. (2024). Rebel Yell: Exploring Gender Resistance in Women’s Punk Subculture. RETORIKA: Jurnal Ilmu Bahasa, 10(1), 336- 400. https://doi.org/10.55637/jr.10.1.9866.336- 400
Dumiyati, D., Musnandar, A., Julhadi, J., Na’im, Z., & Muta’allim, M. (2023). The Development of Islamic Education Curriculum on Building Religious Moderation at Manbaul Ulum Islamic Boarding School. AL-WIJDAN Journal of Islamic Education Studies, 8(3), 359–381. https://doi.org/10.58788/alwijdn.v8i3.2607
Eckert, P., & McConnell-Ginet, S. (2003). Language and Gender. Cambridge University Press.
Fairclough, N. (2003). Discourse and Social Change. Polity Press.
Gee, J. P. (2014). How To Do Discourse Analysis: A toolkit. Routledge.
Ibrahim, I. S., & Akhmad, B. A. (2014). Komunikasi dan Komodifikasi: Mengkaji Media dan Budaya dalam Dinamika Globalisasi. Yayasan Pustaka Obor Indonesia.
Hairus Salikin, Muta’allim, Fahmi Reza Alfani, Hosaini, & Hasan Sayfullah. (2021). Traditional Madurese Engagement Amids the Social Change of the Kangean Society. RETORIKA: Jurnal Ilmu Bahasa, 7(1), 32–42. DOI: https://doi.org/10.22225/jr.7.1.2633.32-42
Haryono, A., Wibisono, B., Sofyan, A., & Muta’allim. (2023). The Use of Speech Levels by Madurese Students as Implementation of Politeness Principles in Islamic Boarding School in Bondowoso, East Java. Journal of Southwest Jiaotong University, 58(2), 93-104. DOI: https://doi.org/10.35741/issn.0258-2724.58.2.9.
Irsyadi, A. N., Fitriyah, N. M., Surabaya, U. N., & Hanifiyah, F., Muta'allim. (2022). Menakar Potensi Nilai Kearifan Lokal dalam Sastra Daerah. Haluan Sastra Budaya 6 (2), 145-162. DOI: https://doi.org/10.20961/hsb.v6i2.61902
Irsyadi, A. N & Muta'allim. (2023). Teaching English for Tertiary Students in Pesante: A Narrative Using Hybrid Learning. Journal of English Teaching, 08(02), 137–149. DOI: https://doi.org/10.36456/jet.v8.n02.2023.7241
Julhadi, J., Muta’allim, M., Fitri, R., Efendi, Z., & Yahya, M. (2023). Malay Culture-Based Local Content Curriculum in Islamic Education. Al-Hayat: Journal of Islamic Education, 7(2), 506. DOI: https://doi.org/10.35723/ajie.v7i2.433
Jundullah, T., Gumelar, R. G., & Septa, R. Y. (2018). Konstruksi Fetishisme Komoditas dalam Iklan (Analisis Semiotika Roland Barthes pada Iklan Rokok Djarum Black Cappuccino Versi Perfect Ingredients) (Doctoral dissertation, Universitas Sultan Ageng Tirtayasa).
Kamil, I., Yudistira, R., Yusuf, M., Muta’allim, M., & Sayfullah, H. (2023). Hybrid Learning as an Alternative to Modern Learning Models. International Conference on Humanity Education and Society (ICHES), 2(1).
Karuru, P., Muta'allim., Suwarno, S. A., Fatwa Setiawan, A., & Junaida, S. (2023). Improving Students’ Higher Order Thinking Skills through a Question and Answer Method. RETORIKA: Jurnal Ilmu Bahasa, 9(3), 340–349. DOI: https://doi.org/10.55637/jr.9.3.8874.340-349
Leech, G. N. (1969). A Linguistic Guide to English Poetry. Longman.
Mahardhani, A. J., Nawiruddin, N., Jalaluddin, J., Julhadi, J., & Muta’allim, M. (2023). The Kyai’s Position in Rural Local Democracy Based on Patronage Politics at Tapal Kuda. Muslim Heritage, 8(1), 115–132. DOI: https://doi.org/10.21154/muslimheritage.v8i1.6004
Mariono, Syaharuddin, Ashraf, S., & Fadugba, S. E. (2025). Analyzing Social Media Sentiment Toward Specific Commodities for Forecasting Price Movements in Commodity Markets. Barekeng, 19(1), 199–214. DOI: https://doi.org/10.30598/barekengvol19iss1pp199-214
Mas’ud Muhammad. (2017). Setajam Bahasa Jurnalistik ((Analisa Semiotika Teks Berita dalam Surat Kabar).
Mas’ud Muhammadiah, Roma Wijaya, Achmad Naufal Irsyadi, Muh. Hasyim Rosyidi, & Zarkasi. (2023). Exploring Figurative Language: Expressions and Metaphors in Sports Reporting of Java Pos (Edition, June 1, 2018). RETORIKA: Jurnal Ilmu Bahasa, 9(2), 193–202. DOI: https://doi.org/10.55637/jr.9.2.7971.193-202
Merizawati, H., Munawir, A., Sulita, I., Arifin, S., & Muta'allim. (2023). Enhancing Students’ Speaking Proficiency through Storytelling Method at Education College of Togo Ambarsari Bondowoso. RETORIKA: Jurnal Ilmu Bahasa, 9(3), 321–330. DOI: https://doi.org/10.55637/jr.9.3.8585.321-330
Muhammadiah, M. U. (2020). Bahasa Iklan yang Menarik (Issue July).
Muliadi, M., Muhammadiah, M., Amin, K. F., Kaharuddin, K., Junaidi, J., Pratiwi, B. I., & Fitriani, F. (2024). The Information Sharing among Students on Social Media: The Role of Social Capital and Trust. VINE Journal of Information and Knowledge Management Systems, 54(4), 823–840. DOI: https://doi.org/10.1108/VJIKMS-12-2021-0285
Muta’alim. (2022). Keanekaragaman Budaya, Bahasa, dan Kearifan Lokal Masyarakat Indonesia. In Paper Knowledge . Toward a Media History of Documents (Vol. 7, Issue 2).
Muta’alim. (2022). Keanekaragaman Budaya, Bahasa, dan Kearifan Lokal Masyarakat Indonesia. Edited by Muta’Allim, M. Penerbit: CV. Eureka Media Aksara.
Muta’Allim, M, et al. (2022). Buku Ajar Psikologi Agama. Edited by Muta’Allim, M. Penerbit: CV. Eureka Media Aksara.
Muta’allim, Alfani, F. R., Mahidin, L., Agustin, Y. D & Wicaksi, D (2021). Fungsi Adjektiva Komparatif dalam Bahasa Madura Dialek Kangean dan Dampaknya bagi Masyarakat Kangean: Kajian Pragmatik. Totobuang, 9(2), 257-271. DOI: https://doi.org/10.26499/ttbng.v9i2.299
Muta’allim, M., Sofyan, A., & Haryono, A. (2020). Superlative Adjectives of Kangean Dialect of Madurese Language: a Pragmatic Study (Adjektiva Superlatif Bahasa Madura Dialek Kangean: Sebuah Kajian Pragmatik). Leksema: Jurnal Bahasa Dan Sastra, 5(1), 15–26. DOI: https://doi.org/10.22515/ljbs.v5i1.2057
Muta’allim, M., Munir, M., Pathollah, A., Nawiroh, L., & Muhalli, M. (2022). Concepts of Religious Moderation Education at Tapal Kuda: Linguistic Analysis and Local Wisdom. Proceedings of Annual Conference for Muslim Scholars, 6(1), 798-811. DOI: https://doi.org/10.36835/ancoms.v6i1.395
Muta’allim, Nawawi, Fahmi Reza Alfani, Abdul Azizul Ghaffar, & Ali Wafi. (2021). Codes Switching and Codes Mixing of Sellers and Buyers in Traditional Markets: Case Study of Market Kampong Asembagus Situbondo. RETORIKA: Jurnal Ilmu Bahasa, 7(2), 121–129. DOI: https://doi.org/10.22225/jr.7.2.2627.121-129
Muta’allim, Tabroni, I., Mahidin, L., SulalahA. A., & Ghaffar, A. A. (2022). Jhejhel Tradition as a Concept of UCE Implementation on Improving The Economy of The Kangean Island Community in The Pandemic. Proceedings of Annual Conference on Community Engagement, 3, 305-316.
Muta’allim, M., Wassalwa, S. M. M., Nuraini, S., Agustin, Y. D., & Wicaksi, D. (2023). Pesantren as Agent of Wasathiyah on Responding the Problems of the Indonesian Community in the Society 5.0 Era (Case Study of Alumni Abuya Sayyid Muhammad Bin Alawi Al-Maliki). International Conference on Humanity Education and Society (ICHES), 2(1).
Pathollah, A. G., Munir, M., & Muta’allim, M. (2022). Spiritual Teaching dalam Kode Etik Keguruan (Rekonstruksi Totalitas Peran Guru pada Relasi Kyai-Santri Dalam Pendidikan Pe-Santren): Spiritual Teaching in the Code of Ethics of Teacher Training (Reconstruction of the Totality of the Role of Teachers in Kyai-Santri Relations in Boarding School Education). Proceedings, 1, 183–200.
Panuju, R. (2019). Komunikasi Pemasaran: Pemasaran sebagai Gejala Komunikasi: Komunikasi sebagai Strategi Pemasaran. Prenada Media.
Sofyan, A., Badrudin, A., Fitriani, D. N., & Muta’allim, M. (2022). Types and Functions of Illocutionary Speech Acts on Inter-Character Dialogue in Tilik Short Films. Lingua: Jurnal Bahasa Dan Sastra, 18(2), 148–156. DOI: https://doi.org/10.15294/lingua.v18i2.36163
Sofyan, A., Firmansyah, M. B., Muta’allim, Solissa, E. M., & Rosikh, F. (2022). Islamic Boarding School Linguistic Landscape in the Development of Arabic Language Skills And Islamic Knowledge. International Journal of Educational Research & Social Sciences, 3(6), 2178–2185.
Sofyan, A., Muta’allim., Saepulloh., Sulalah, A.A., & Qeisiyeh, S. (2024). Exploring Expressive Language Disorders in Children with Autism in Banyuwangi: A Psycholinguistic Review. Retorika: Jurnal Ilmu Bahasa, 10(3), 816-825. DOI: https://doi.org/10.55637/jr.10.3.10487.816-825
Suksma, S. N., & Parnaningroem, R. R. D. W. (2022). Fungsi dan Makna Persuasif Dalam Iklan Pariwisata Http://Www. Dertour-Reisebuero. De. IDENTITAET, 11(2), 75-89.
Suryanti, Jefriyanto Saud, Azhariah Rachman, Susanto, & Amiruddin. (2023). Semantic Language Skills in 2-Year-Old Children: A Case Study of Universal Substantive Acquisition at Kampung Baru. RETORIKA: Jurnal Ilmu Bahasa, 9(2), 203–210. DOI: https://doi.org/10.55637/jr.9.2.7723.203-210
Sutanto, H. S., Muta, Mt., Asman, Ml., Ag Riky Marantika, M., Imron Fauzi, Mp., Budi Harto, Mp., Muhammad Yunus, M., Muhamad Arifin, M., Yudi Ardian Rahman, Mp., dr Agustiawan, Mp., Imam Tabroni, A., & Muhammad Ubaidillah, Mp. (2022). Buku Ajar Model dan Strategi Manajemen Konflik dalam Rumah Tangga Penerbit Cv.Eureka Media Aksara.
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