Language politeness used by PKB Speakers in campaign of 2004 General Election (PEMILU) in Sumenep

ABSTRACT

Politeness is one of language phenomena that occur in daily conversation. It also occurs in campaign. Campaign is a means to share vision and mission of a certain party that is used by political speakers such as PKB speakers. In this case, PKB speakers have responsibility to get mass as many as possible. For achieving a goal, they should use terms as strategies to attract the mass in language. Politeness is a communication strategy that used by PKB speakers in campaign. Politeness covers four strategies namely bald on record, positive politeness, negative politeness and off record. Furthermore, the use of politeness strategies is influenced by the power, distance, intimacy, solidarity and imposition between the speakers and the hearers in the conversation or speech.

This research is intended to investigate the terms of language politeness used by PKB speakers in campaign and how PKB speakers express it. The terms are analyzed and described based on positive and negative politeness strategies.

The design of this research is the qualitative descriptive research because it does not need variable and the data that are analyzed qualitatively without using both numbers and statistical formula. The data are collected from utterances of PKB speakers used in campaign, in which the data are taken from their natural speech. The researcher becomes a key instrument that records the speeches.

The researcher has found that there are many terms of language politeness used by PKB speakers in campaign. They used positive and negative politeness strategy. In positive politeness, they used terms focused on exaggeration, intensify interest to H, use in group identity markers, seek agreement, promise, be optimistic, include S and H in the activity and give gift to H. Whereas, impersonalized S and H used by PKB speakers as negative politeness strategy. While, use in-group identity markers, seek agreement, promise, be optimistic, include S and H in the activity are used more frequently.

Finally, the researcher suggests to other political speakers should use terms of language politeness to attract people join with their party. The researcher also suggests that other researchers can analyze the elements of language politeness based on other point of view. So they will get more information.