INDONESIAN LANGUAGE MAINTENANCE AND ATTITUDE IN INTERNATIONAL CORPORATE INSTAGRAM: A SOCIOLINGUISTIC PERSPECTIVE

Dimas Satyapratama Putra; M. Suryadi

doi:10.32503/edulink.v8i2.8917

Dimas Satyapratama Putra Universitas Diponegoro
M. Suryadi Universitas Diponegoro

DOI: https://doi.org/10.32503/edulink.v8i2.8917

Abstract

This study explores Indonesian language maintenance efforts and attitudes in Instagram captions. As a lingua franca for Indonesian, the Indonesian language has been used to foster a sense of belonging among Indonesians, uniting the socio-cultural diversity that pervades throughout every nook and cranny. One of them is the usage on social media. In relation to social media, the Indonesian language has been adapted to fulfill certain needs. Through social media, the communicative boundaries gradually dissipate because it is not only used as a communication tool, but also as a learning, shopping, working, promotional, and even personal branding tool. Relying on this, the present study investigates the language maintenance efforts and attitudes toward the Indonesian language in Instagram captions of two Indonesian-branch international motorcycle manufacturers’ official Instagram accounts. The study is descriptive qualitative research in nature, and it employs inductive and deductive content analysis. The study finds that there is indeed code-mixing between Indonesian and foreign languages. Regardless, their usage only comes as far as being a transactional language, whilst the Indonesian language is still positioned as the central language used in the captions. The result also highlights that non-standard writing conventions do not always have to represent language destruction.

Author Biographies

Dimas Satyapratama Putra, Universitas Diponegoro

The author is a Linguistics postgraduate at Universitas Diponegoro. The fields of expertise of the author are linguistics, multimodal, critical discourse analysis (CDA), systemic-functional linguistics (CDA), semiotics, humanities, and social sciences. Lastly, the author has submitted one publication on the international level and it is hoped, through this article, that the author can also contribute in the national level.

M. Suryadi, Universitas Diponegoro

The author is the senior lecturer at the Linguistics postgraduate study program at Universitas Diponegoro. One of the subjects the author teaches is the Language Maintenance and Shift subject, which is related to the present study. Aside from sociolinguistics and ecolinguistics as the author's field of expertise, the author is also adept in research methodology in linguistics. Lastly, this author has submitted many publications and is involved in many relevant conferences, both at the national and international levels.

References

Abu-Irmies, A. J., & Al-Khanji, R. R. (2019). The role of social media in maintaining minority languages: A case study of Chechen language in Jordan. International Journal of Linguistics, 11(1), 62–78. https://doi.org/10.5296/ijl.v11i1.14286
Astuti, T. (2019). Sikap dan pemertahanan bahasa Indonesia di kalangan akademisi (Tinjauan deskriptif terhadap fenomena pemakaian bahasa Indonesia). In Noermanzah, Gumono, Syafryadin, I. Maisarah, & Sufiyandi (Eds.), Prosiding Seminar Nasional Bulan Bahasa (Semiba) 2019. Unit Penerbitan dan Publikasi FKIP Universitas Bengkulu. https://ejournal.unib.ac.id/semiba/article/view/10290/5168
Augustine, T. A., & Purwanto, J. (2025). Pilihan leksikon dan fungsi transaksional jargon dalam wacana beauty review Kaha Packaging di TikTok. Jurnal Media Akademik (JMA), 3(12), 1–16. https://doi.org/10.62281/ss41r167
Benrabah, M. (2007). Language maintenance and spread: French in Algeria. International Journal of Francophone Studies, 10(1–2), 193–215. https://doi.org/10.1386/ijfs.10.1and2.193_1
Creswell, J. W., & Creswell, J. D. (2018). Research design: Qualitative, quantitative, and mixed methods approaches (5th ed.) [eBook]. SAGE Publications. https://spada.uns.ac.id/pluginfile.php/510378/mod_resource/content/1/creswell.pdf
Garrett, P. (2010). Attitudes to language [eBook]. In R. Mesthrie (Ed.), Cambridge University Press eBooks. Cambridge University Press. https://doi.org/10.1017/CBO9780511844713
Guardado, M. (2008). Language, identity, and cultural awareness in Spanish-speaking families. Canadian Ethnic Studies/Études Ethniques Au Canada, 40(3), 171–181. https://doi.org/10.1353/ces.2008.0004
Harsono, Efendi, A., Priyatiningsih, N., & Deswijaya, A. (2020). Variasi bahasa dalam transaksi jual beli di Pasar Jatipura Kabupaten Karanganyar. Kawruh: Journal of Language Education, Literature and Local Culture, 2(2), 127–138. https://doi.org/10.32585/kawruh.v2i2.932
Holmes, J., & Wilson, N. (2022). An introduction to sociolinguistics (B. Walker, W. Hollmann, & G. Leech, Eds.; 6th ed.) [eBook]. Routledge. (Original work published 1992)
Ibda, H. (2017). Urgensi pemertahanan bahasa ibu di sekolah dasar. SHAHIH: Journal of Islamicate Multidisciplinary, 2(2), 194–207. https://doi.org/10.22515/shahih.v2i2.980
Kusyani, D. (2022). Pemertahanan bahasa Indonesia terhadap pengaruh bahasa asing pada era Society 5.0. Pedagogi: Jurnal Ilmiah Pendidikan, 8(2), 136–142. https://doi.org/10.47662/pedagogi.v8i2.391
Lieberson, S., Dalto, G., & Johnston, M. E. (1975). The course of mother-tongue diversity in nations. American Journal of Sociology, 81(1), 34–61. https://www.jstor.org/stable/2777053
Mayangsari, L., Nurkamto, J., & Supriyadi, S. (2018). Cultural content: An analysis of EFL textbook in Indonesia. International Journal of Scientific and Research Publications (IJSRP), 8(11), 192–199. https://doi.org/10.29322/ijsrp.8.11.2018.p8325
Nasution, N. H. A., Siregar, A. A., & Saputra, R. (2026). Pergeseran dan pemertahanan ragam bahasa Indonesia di era digital. Jurnal Ilmiah Nusantara (JINU), 3(2), 33–43. https://doi.org/10.61722/jinu.v3i2.8290
Nugroho, H. (2017). Pemertahanan bahasa sebagai strategi komunikasi pada kegiatan tutorial (Pembelajar BIPA kelas pemula). Wacana : Jurnal Bahasa, Seni, Dan Pengajaran, 1(1), 23–31. https://doi.org/10.29407/jbsp.v1i1.464
Park, S. M., & Sarkar, M. (2007). Parents’ attitudes toward heritage language maintenance for their children and their efforts to help their children maintain the heritage language: A case study of Korean-Canadian immigrants. Language, Culture and Curriculum, 20(3), 223–235. https://doi.org/10.2167/lcc337.0
Paulston, C. B. (1994). Linguistic minorities in multilingual settings: Implications for language policies [eBook]. In Studies in bilingualism. John Benjamins Publishing Company. https://doi.org/10.1075/sibil.4
Rahim, A. R., Arifuddin, Tahir, H., & Ruslan, H. (2023). Pola pemertahanan bahasa Indonesia bagi warga negara Indonesia di Belanda. Jurnal Onoma: Pendidikan, Bahasa, dan Sastra, 9(2), 1411–1422. https://doi.org/10.30605/onoma.v9i2.2791
Setyawati, A., & Wibowo, Y. N. A. (2024). Sikap dan pemertahanan bahasa Indonesia di kalangan akademisi Sekolah Indonesia Davao Filipina. BAPALA: Jurnal Pendidikan Bahasa dan Sastra Indonesia, 11(3), 266–275. https://ejournal.unesa.ac.id/index.php/bapala/article/view/62469/47566
Sofyaningrum, R., & Hidayah, N. L. (2023). Membidik masa depan bahasa di era Society 5.0; Kajian pemertahanan bahasa. SULUK: Jurnal Bahasa, Sastra, dan Budaya, 5(2), 190–211. https://doi.org/10.15642/suluk.2023.5.2.190-211
Tawalbeh, A. (2019). Theoretical approaches and frameworks to language maintenance and shift research: A critical review. Apples - Journal of Applied Language Studies, 13(2), 23–44. https://doi.org/10.17011/apples/urn.201903051738
Toledo-Sandoval, F. (2020). Local culture and locally produced ELT textbooks: How do teachers bridge the gap? System, 95(2020), 102362. https://doi.org/10.1016/j.system.2020.102362