Bilingualism in Language Variation in Modern Retail Businesses in Java Island Region

Bilingualisme dalam Variasi Bahasa pada Usaha Ritel Modern di Wilayah Pulau Jawa

Penulis

  • Arif Fadillah Fadillah Universitas Gadjah Mada

DOI:

https://doi.org/10.31503/madah.v14i2.663

Kata Kunci:

Bilingualism Public Spaces Language Contact Retail Language Variation

Abstrak

Penelitian ini bertujuan mendeskripsikan bentuk variasi bahasa sistemik serta kontak bahasa dalam pamflet maupun katalog bulanan ritel di Indonesia. Untuk menarik pembeli ritel modern lazimnya membuat pamflet maupun katalog bulanan yang dibagikan kepada khalayak luas di ruang publik. Sebagai produk bahasa, pamflet maupun katalog setiap ritel modern memiliki fenomena kebahasaan masing-masing. Data dalam penelitian ini diambil dari tigabelas ritel modern di Indonesia. Data diambil dari internet berupa pamflet atau katalog di bulan Mei—Juni 2023. Data yang sudah didapatkan melalui observasi lalu diklasifikasi kemudian dianalisis dan diakhiri menarik kesimpulan. Hasil penelitian ini menemukan adanya bentuk variasi sistemik dalam tataran leksikal, morfologi, hingga sintaksis. Variasi sintaksis mendominasi variasi bahasa dalam pamflet. Selain itu, bentuk kontak bahasa yang muncul dalam data berupa adanya bilingualisme. Dalam data muncul kontak bilingual dalam bahasa Indonesia dan bahasa asing. Bahasa asing yang mendominasi adalah bahasa Inggris. Penggunaan bahasa Inggris berkaitan dengan prestise dan tujuan menarik konsumen.

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Diterbitkan

2023-10-31

Cara Mengutip

Fadillah, A. F. (2023). Bilingualism in Language Variation in Modern Retail Businesses in Java Island Region: Bilingualisme dalam Variasi Bahasa pada Usaha Ritel Modern di Wilayah Pulau Jawa . Madah: Jurnal Bahasa Dan Sastra, 14(2), 258–273. https://doi.org/10.31503/madah.v14i2.663

Terbitan

Vol 14 No 2 (2023): Jurnal Madah

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Hak Cipta (c) 2023 Arif Fadillah Fadillah

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