MAUDY AYUNDA’S LANGUAGE STYLE IN HER YOUTUBE VLOGS: USING THEM AS TEACHING MATERIALS FOR EXPOSITORY TEXTS IN HIGH SCHOOL

Abstract

The emergence of digital media has transformed communication practices of the society, including language use on the YouTube platform. This condition makes the study of language attitudes vital to explain the usage of Indonesian among public figures in the practice of multilingual communication.

This study intends to characterize the language attitude of Maudy Ayunda in YouTube vlog content based on markers of language loyalty, language pride and awareness of language standards, and the use of language attitude as material for teaching exposition texts in high school. This research is a qualitative study with a descriptive methodology. The data collection is done using documenting, observation, note keeping and transcription procedures in the form of Maudy Ayunda's speech which is gathered from many vlogs on her official YouTube channel. The data analysis was carried out utilizing the interactive analysis methodology of Miles, Huberman and Saldaña, which involves data reduction, data display and generating conclusions. The results of the research suggest that of the 50-speech data studied, 10 data (20%) show language loyalty, 29 data (58%) show language pride and 11 data (22%) show language norm awareness. The most prominent finding is the highest indicator of language pride. It indicates that Indonesian is still the major language to express ideas and information while the use of English terminology simply complements to maintain conceptual accuracy when used in communication. These findings indicate that the use of English in Maudy Ayunda’s vlog serves more as a support for the conceptual accuracy rather than replacing the role of Indonesian as the major language. Thus, the bilingual practice shown still shows a favorable attitude towards Indonesian. The results of this study also indicate that the contents of Maudy Ayunda's vlog can be used as teaching materials for exposition texts in Indonesian language learning at the high school level, especially to improve students' online literacy, critical thinking skills, and argumentation skills.