Violations of linguistic politeness in netizens' comments on presidential candidate videos on Mata Najwa YouTube channel

Abstract

The escalating use of social media for public discourse, particularly in political contexts, has led to a noticeable decline in linguistic politeness, creating an urgent need to examine communication ethics in digital spaces. This study aimed to identify and analyze violations of politeness principles within netizens' comments on a YouTube video featuring three prospective presidential candidates on the Mata Najwa channel. Employing a qualitative descriptive research method, data were meticulously collected from textual utterances in netizens' comments on the specified video through observation and screenshot techniques. Analysis was conducted based on politeness theory, particularly Leech's maxims. Key findings revealed prevalent violations of linguistic politeness principles, manifested through rude language, insults, and demeaning statements. These transgressions were primarily influenced by negative emotions, political disagreement, and the anonymity afforded by social media platforms. The study concludes that understanding these dynamics is crucial for fostering insights into digital communication and underscores the imperative for cultivating linguistic politeness in online public discussions, especially within political discourse, to enhance digital literacy and communication ethics.