Atiqa Sabardila, Duwi Saputro, Finka Rahmawati, Ema Priyandini

Campur kode dan alih kode berperspektif gender dalam promosi penjualan di media sosial tiktok

Introduction

Campur kode dan alih kode berperspektif gender dalam promosi penjualan di media sosial tiktok. Telusuri perbedaan alih kode & campur kode berbasis gender pada promosi penjualan TikTok. Studi kualitatif ungkap wanita lebih variatif, tunjukkan bilingualisme unggul di platform media sosial.

Abstract

Tiktok merupakan salah satu media sosial yang menyediakan fitur jual beli melalui video pendek dan siaran langsung dengan media bahasa. Bahasa yang digunakan memuat alih kode dan campur kode yang dipengaruhi oleh beberapa aspek salah satunya adalah gender. Penelitian ini bertujuan menelaah bentuk-bentuk alih kode dan campur kode dalam siaran langsung di media sosial Tiktok khususnya dalam kegiatan penjualan. Penelitian ini menggunakan pendekatan kualitatif. Sumber data dalam penelitian ini adalah dua akun Tiktok yang aktif melakukan siaran langsung penjualan yaitu @anantastore66 dan @rumahshoeskit. Data dalam penelitian ini diambil menggunakan teknik simak catat. Instrumen yang digunakan berupa pedoman studi dokumentasi audiovisual. Data dianalisis menggunakan metode analisis kualitatif dengan prosedur berupa 1) mengolah dan mempersiapkan data, 2) membaca keseluruhan data, 3) memberikan kode pada data, 4) mengkategorikan data, 5) mendeskripsikan data, dan 6) interpretasi data. Berdasarkan hasil analisis diketahui bahwa gender perempuan menggunakan alih kode internal dan eksternal, campur kode ke dalam, campur kode ke luar, dan campur kode ke luar dalam siaran langsung penjualan di Tiktok. Gender pria menggunakan campur kode ke dalam, campur kode ke luar, dan campur kode ke luar dalam siaran langsung penjualan di Tiktok. Berdasarkan temuan dalam penelitian dapat disimpulkan bahwa gender perempuan menggunakan bentuk alih kode dan campur kode yang lebih bervariasi daripada gender pria. Gender perempuan memiliki kemampuan bilingualisme lebih baik daripada gender pria.

Review

This study, titled "Campur kode dan alih kode berperspektif gender dalam promosi penjualan di media sosial tiktok," delves into the fascinating linguistic phenomena of code-switching and code-mixing within the context of TikTok live sales streams. The research aims to explore the specific forms these linguistic practices take, specifically highlighting the influence of gender. Employing a qualitative research approach, the study draws its data from live sales broadcasts on two distinct TikTok accounts, @anantastore66 and @rumahshoeskit. The methodology involves meticulous observation and note-taking from audiovisual documentation, followed by a systematic qualitative analysis process encompassing data preparation, coding, categorization, description, and interpretation. This timely investigation offers valuable insights into the dynamic interplay of language, gender, and digital commerce on a globally popular platform. The findings reveal distinct patterns in linguistic usage between genders during sales promotions. Specifically, female participants were observed to utilize a broader spectrum of linguistic strategies, including both internal and external code-switching, as well as inward and outward code-mixing. In contrast, male participants primarily employed forms of inward and outward code-mixing. A key conclusion drawn by the authors is that the female gender demonstrates a more varied application of code-switching and code-mixing compared to their male counterparts. This observation leads to a further inference that females possess a superior bilingualism ability, as evidenced by their diversified linguistic repertoire in this specific communicative context. These findings contribute to the growing body of literature on sociolinguistics in digital media, particularly concerning gendered language use in commercial discourse. While the study provides intriguing initial observations, several aspects warrant further consideration for robust generalization. The reliance on only two TikTok accounts, though acceptable for a focused qualitative exploration, limits the generalizability of the conclusions regarding "gender" at large. The assertion of "better bilingualism ability" in females, solely based on a wider variety of code-mixing and code-switching forms, requires more nuanced interpretation and potentially a more comprehensive definition or assessment of bilingualism. Future research could benefit from a larger and more diverse sample size, alongside a more explicit theoretical framework differentiating internal/external code-switching from inward/outward code-mixing. Despite these points, the research lays a foundational understanding of linguistic variation in a contemporary digital setting and offers a compelling starting point for future investigations into gendered communication strategies in online sales environments.

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