Analysis of Language Politeness in Arif Muhammad's Youtube Video “Beti Pelakunya”

Abstract

This study aims to examine the forms of politeness in language used in Arif Muhammad's YouTube video entitled "Beti Pelakunya" by applying Leech's politeness principle theory. Using a qualitative descriptive method, the required data was taken from the transcription of the characters' speech in the video, which was then analysed through six maxims of politeness: wisdom, generosity, praise, humility, agreement, and empathy. The findings of this study indicate that the characters, especially Beti and Sutrisno, often employ politeness strategies to maintain harmonious communication, such as apologising, providing clarification, and giving compliments. However, some utterances also appear to violate the principles of politeness, especially from the characters Min and Along, who often express criticism openly or display selfish attitudes. Overall, the interactions that occurred indicate that the principles of politeness can still be applied in digital media, even in the context of entertainment and jokes. Polite language in these videos reflects the social and cultural values of society and emphasises the importance of communication ethics in the digital age.

Keywords: pragmatics, politeness, video.