Cyberpragmatics Lintas Budaya: Perbandingan Strategi Kesantunan dalam Komunikasi Digital Indonesia dan Barat pada Media Sosial
Abstract views: 60
,
PDF downloads: 43
Abstract
This study aims to examine the comparison of politeness strategies in digital communication between Indonesian and Western societies through a cross-cultural cyberpragmatic approach. The study focuses on how users from both cultures practice linguistic politeness in digital platforms such as social media and instant messaging applications. The method used is a qualitative study employing pragmatic discourse analysis techniques. Data consists of 90 utterances from conversations on Instagram (30 utterances), WhatsApp (30 utterances), and Twitter (30 utterances) from both cultural groups. The findings indicate that Indonesian society tends to use negative politeness strategies more explicitly, such as honorifics, apologies, and euphemisms, while Western society more frequently employs positive politeness emphasizing familiarity, recognition of individual identity, and the use of humor. These differences reflect underlying cultural values such as collectivism versus individualism. This study contributes to 1) understanding the dynamics of cross-cultural digital communication and its implications for the development of global communication ethics in the digital age, and 2) providing a crucial foundation for developing more effective cross-cultural digital communication guidelines, whether in business, diplomacy, or education contexts.
Downloads
References
Afriana, A., Hanus Tewarat, S., Arianto, T., & Lismalinda, L. (2025). Positive Politeness Strategies in Business Correspondence: A Pragmatic Analysis of Letters from the Oxford Handbook. EScience Humanity Journal, 5(2), 451–462.
Al-Natour, M., & Banat, S. (2023). Politeness Strategies In Whatsapp Messages Between Undergraduate Students And Their Professors. Jerash for Research and Studies Journal, 24(1), 1–12.
Androutsopoulos, J. (2023). Digital Discourse Analysis: Methods and Perspectives. Routledge.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2024). Laporan Survei Penetrasi dan Perilaku Pengguna Internet di Indonesia Tahun 2024. https://www.apjii.or.id.
Brown, P., Levinson, S. C., & Gumperz, J. J. (2023). Politeness Theory: Revised Framework for The Digital Era. Cambridge University Press.
Brown, Penelope, & Levinson, S. C. (1987). Politeness: Some Universals in Language Usage. Cambridge University Press.
Denzin, N. K. (2017). The Research Act: A Theoretical Introduction to Sociological Methods. Routledge.
Erkinovna, Y. F. (2025). Role of Politeness in Understanding Diverse Cultures in Today ’ s Intercultural Communication. European Journal of Innovation in Nonformal Education (EJINE), 5(2), 37–40.
Escandell-Vidal, V. (2023). Cyberpragmatics: Language and Communication in the Digital Age. Cambridge University Press.
Eslami, Z. R., Larina, T. V., & Pashmforoosh, R. (2023). Identity, Politeness And Discursive Practices IN a Changing World. Russian Journal of Linguistics, 27(1), 7–38.
Herring, S. C. (2020a). Digital Discourse: Language in the New Media. Oxford University Press.
Herring, S. C. (2020b). Digital media. In The International Encyclopedia of Linguistic Anthropology.
Jurnali, O. I., & Erkinovna, Y. F. (2025). The Role of Politeness In Understanding Diverse Cultures In Today’ S Intercultural Communication. Ta’lim Va Rivojlanish Tahlili Onlayn Ilmiy Jurnali, 5(1), 148–151.
Kamsinah Kamsinah, Nurasia Natsir, & Nuraziza Aliah. (2024). Pragmatic Analysis in Digital Communication: A Case Study of Language Use on Social Media. International Journal of Economics, Commerce, and Management, 1(4), 375–383.
Kappas, A., & Krämer, N. C. (2023). Nonverbal Communication in Digital Interactions: Theory and Practice. Springer.
Kecskes, I. (2022). Part IV - Intercultural Pragmatics in Different Types of Communication. Cambridge University Press.
Kemp, S. (2025). Digital 2025 April Global Statshot Report. https://wearesocial.com/id/blog/2025/04/digital-2025-april-global-statshot-report/?utm_source
Kurbalija, J. (2024). Digital etiquette in 2023: Can AI make online communications more polite? https://www.diplomacy.edu/blog/digital-etiquette-in-2023-how-to-develop-an-ai-politeness-algorithm/?utm_source=chatgpt.com
Kurnia, L. (2024). Politeness Strategy to Prevent and Resolve Cyber-Conflicts Among Indonesian Internet Users: A Cyberpragmatics Approach. HUMANUS, 5(1).
Kusmanto, H., & Widodo, P. (2022). Positive Politeness Strategies during Online Learning: A Cyberpragmatic Study. Studies in English Language and Education, 9(3), 1170–1182.
Lailiyah, N. (2023). Cyberbullying: Netizens’ Language Incility in the Comment Section of Gossip Accounts. INTERLING (International Journal of English Language Teaching, Literature, and Linguistic), 1(2), 86–94.
Lailiyah, N. (2024). Perlocutions of 2024 Indonesian General Election: A Cyberpragmatics Perspective. Kawistara, 14(3), 9–12.
Lailiyah, N., Hamdani, B., & Khoironi, A. (2024). Tindak Tutur Performatif dalam Sumpah Jabatan: Sebuah Analisis Wacana Kritis. Madah: Jurnal Bahasa Dan Sastra, 15(2), 242–258.
Locher, M. . (2013). Cyberpragmatics: Internet-Mediated Communication in Context. Journal of Pragmatics, 16(14), 119–141.
Locher, M. A., & Graham, S. L. (2023). Politeness in Digital Communication. In The Cambridge Handbook of Pragmatics.
Nkirote, L. (2024). Digital Politeness and Platform Contexts: A Cross-Cultural Perspective. Journal of Intercultural Digital Communication, 12(1), 22–45.
Orsini-Jones, M., Lee, F., Orsini-Jones, M., & Lee, F. (2018). Cyberpragmatics. Intercultural Communicative Competence for Global Citizenship: Identifying Cyberpragmatic Rules of Engagement in Telecollaboration, 25–37.
Priya, P., Firdaus, M., & Ekbal, A. (2025). Computational Politeness in Natural Language Processing: A Survey. Computational Politeness in Natural Language Processing: A Survey, 56(9), 1–42.
Rahardi, R. K., & Noviance, K. M. (2025). Politeness Strategies in Digital Conversation: An Integrative Pragmatic Analysis of Podcast Communication Strategi Kesantunan dalam Konversasi Digital …. Jurnal Gramatika: Jurnal Penelitian …, 1(1), 48–73.
Rahimi, M., Norouzi, R., & Jalali, H. (2025). Investigating (Im)Politeness in English Comments on Instagram’s Broadcast Pages: Leech’s Grand Strategy of Politeness in Focus. Applied Research on English Language, 14(2), 1–28.
Reuters. (2025). Indonesia plans minimum age for social media use. https://www.reuters.com/world/asia-pacific/indonesia-planning-minimum-age-limit-social-media-users-minister-says-2025-01-14/?utm_source
Reza, A., & Hiwa, W. (2023). Grand strategy of politeness in new social networks: revisiting Leech’s politeness theory among Iranian EFL learners using Telegram. Journal of Politeness Research, 19(2).
Sahib, R., Zulihi, Z., Maloga, A., Zulfadli, Z., Nasrulloh, L., & Junaiddin, J. (2023). Politeness strategies used by Papuan students in virtual communication practices at university. Englisia: Journal of Language, Education, and Humanities, 10(2), 194.
Suryana, Y., Zahra, S. D. A., & Asikin, N. A. (2024). Politeness Strategy Analysis Used By Tenggo Wicaksono in His Youtube Channel. Indonesian Journal of Learning and Instruction, 6(2), 61–66.
Widiana, Y., Abdullah, S. N. S., & Sumarlam, S. (2024). Phatic Emoji of Javanese Netizens in Social Media: a Cyberpragmatics Perspective on a Creative Communicative Strategy. Creativity Studies, 17(2), 589–600.
Wilson, N. (2018). Linguistic Ethnography: in The Routledge Handbook of Language in the Workplace. Routledge.
Yus, F. (2011). Cyberpragmatics. John Benjamins Publishing Company.
Yus, F. (2019). Multimodality in Memes: A Cyberpragmatic Approach. John Benjamins Publishing Company.
Zelika, M., Anders, R., & Yamaguchi, H. (2025). Multimodal Politeness Strategies in Intercultural Online Communication. Cyberpragmatics Quarterly, 8(2), 101–125.
Copyright (c) 2025 GHANCARAN: Jurnal Pendidikan Bahasa dan Sastra Indonesia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ghancaran: Jurnal Pendidikan Bahasa dan Sastra Indonesia uses an Open Access Policy under the Creative Commons Attribution-ShareAlike 4.0 International License. Authors publishing in this journal agree to the following terms:
- Ghancaran Journal holds the copyright and grants the journal rights for first publication with the work simultaneously licensed under a
The work is distributed under Creative Commons Attribution-ShareAlike 4.0 International License which allows others to share, copy, and redistribute the material in any media or format and adapt, remix, change, and develop the material even for commercial purposes, as long as it is stated credit and license derivative works under similar terms. - Authors may make additional contractual arrangements for non-exclusive distribution of the journal's published work version.
- Authors are permitted to post their work online (e.g., in institutional repositories or on their websites) before and during submission, as doing so may lead to productive exchange.
