Penggunaan Bahasa Merendah untuk Meroket
The use of Humblebragging to self-praise
DOI:
https://doi.org/10.37134/pambm.vol3.17.2025Keywords:
Humblebragging, Instagram, pempengaruh, pragmatik, selebriti, YoutubeAbstract
Kajian ini meneliti penggunaan bahasa merendah (humblebragging) dalam hantaran di media sosial Instagram dan saluran Youtube oleh pempengaruh dan selebriti terkenal di Malaysia. Kajian ini memanfaatkan analisis kandungan dan teknik persampelan bertujuan dengan menggunakan 6 data tangkap layar (screenshot) dan transkripsi data perkongsian di Instagram dan video Youtube pempengaruh dan selebriti yang mempunyai unsur humblebragging. Hasil kajian menunjukkan terdapat dua strategi, iaitu Face Aggravation Strategies dan Face Mitigation Strategies digunakan secara silih berganti oleh pempengaruh dan selebriti dalam media sosial yang diteliti. Implikasi kajian ini dari sudut kesantunan mengambarkan masyarakat dalam komuniti maya masih memegang dan mengamalkan sifat merendah diri yang sememangnya terkenal dalam budaya masyarakat Melayu. Dari sudut negatifnya ialah trend berbahasa masyarakat dalam talian mulai berubah dan mencorakkan nilai-nilai negatif seperti narsisistik yang berkaitan dengan psikologi dan masalah mental. Kajian ini merupakan satu kajian yang kurang diteliti oleh ahli bahasa di Malaysia. Kajian sebelum ini banyak menyentuh aspek kesantunan dan ketidaksantunan bahasa di media sosial. Justeru, kajian ini bersifat asli dilakukan bagi meneliti fenomena bahasa merendah untuk meninggikan diri di media sosial. Hasil kajian dapat memberikan sumbangan kepada masyarakat untuk melihat trend berbahasa kini dan kesan negatif yang berkaitan dengan masalah psikologi dan mental.
This study examines the use of humblebragging in postings on social media Instagram and YouTube channels by famous influencers and celebrities in Malaysia. This study utilizes content analysis and purposive sampling techniques by using 10 screenshots and transcribing posting on Instagram and Youtube videos of influencers and celebrities that have elements of humblebragging. The results of the study show that there are two strategies, namely Face Aggravation Strategies and Face Mitigation Strategies used alternately by influencers and celebrities in the social media that were studied. The implications of this study from a politeness point of view show that the community in the virtual community still holds and practices humility which is well-known in the culture of the Malay community. From a negative point of view, the trend of online community language is beginning to change and pattern negative values such as narcissistic related to psychology and mental problems. This study is a study that is less researched by linguists in Malaysia. Previous studies have focused on aspects of politeness and politeness in speaking on social media. Therefore, this original study was conducted to review the phenomenon of low language to promote oneself on social media. The results of the study can contribute to society to see the current language trends and the negative effects related to psychological and mental problems.
Keywords: celebrities, humblebragging, influencer, Instagram, pragmatic, Youtube
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Copyright (c) 2025 Wan Robiah Meor Osman, Norfazila Ab Hamid, Wan Sofiah Meor Osman (Author)
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