Netizen Narratives of Hate: A Pragmatic Analysis of Insulting Comments in Putri Padang’s TikTok
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This study examines the pragmatic features of insults in the comment sections of TikTok videos posted by Putri Padang, a popular Indonesian content creator. Using a qualitative approach, the research analyzes the types of insults, the pragmatic strategies used by netizens, and the social functions of these insults. Drawing on speech act theory, politeness theory, and impoliteness theory, the study categorizes insults as direct or indirect and identifies strategies such as sarcasm, hyperbole, and face-threatening acts (FTAs). The findings reveal that insults on TikTok serve not only as expressions of hostility but also as tools for social bonding and status assertion within the comment section. TikTok's platform features, such as viral content promotion and easy commenting, contribute to the heightened prevalence of aggressive language. The study concludes that digital platforms like TikTok create unique environments where insults function as complex social acts, involving both individual expression and group dynamics. This research highlights the importance of understanding online communication in shaping public discourse and suggests avenues for future studies on digital aggression across various platforms.
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