PELANGGARAN DAN KEPATUHAN PRINSIP KESANTUNAN BERBAHASA DALAM KOMUNIKASI MEDIA SOSIAL: ANALISIS PRAGMATIK KUALITATIF

Abstract

This study investigates the dynamics of linguistic politeness in digital communication, focusing on how social media users comply with or violate politeness principles in online interactions. The increasing use of digital platforms has transformed social communication, yet this transformation often comes with a decline in politeness norms through expressions such as insults, sarcasm, and face-threatening acts. This research aims to describe the forms of politeness adherence and violations, as well as to identify contextual factors that shape linguistic behavior in online conversations. Using a qualitative method with a pragmatic approach, the study analyzes user comments collected from various social media platforms. Data were examined through processes of reduction, categorization, and thematic interpretation. The findings reveal that positive politeness strategiessuch as praise, support, and affiliative expressionsremain dominant in many online interactions, especially within emotionally engaging or community-oriented topics. However, violations of politeness principles are prevalent in conversations involving sensitive issues, anonymity, or heightened emotional tension. Factors such as platform characteristics, user identity, topic sensitivity, and contextual triggers significantly influence language use. The study concludes that digital communication embodies a complex interplay between politeness and impoliteness, highlighting the need for greater digital literacy and awareness of ethical communication. The results are expected to contribute to the theoretical development of pragmatic studies and support practical efforts to cultivate polite and constructive communication in online environments.