Membentuk Opini Negatif sebagai Bentuk Ketidaksopanan: Studi Komparatif Kampanye Pemilihan Presiden Inggris dan Indonesia = Shaping Negative Opinion as the Form of Impoliteness: a Comparative Study of the English and Indonesian Presidential Election Campaign

Background. The presidential election was officially held on February 24, 2024. Many campaigns from each candidate on social media have received various kinds of responses. One of the things that can happen in a presidential election campaign is shaping negative opinion. Aim. This study aims to analyze the types and functions of impoliteness strategies used by netizens during the 2024 presidential election on social media. And also, to find out the form of shaping negative opinion as the functions of impoliteness strategies apart from Culpeper’s theory. Method. The researcher used a descriptive qualitative method to explore impoliteness phenomena by netizens on social media, and the data are taken from comments on several popular social media platforms in the world, like Instagram, TikTok, and Twitter (x). Results. The result of this study proved that there were 5 types of impoliteness strategies proposed by Culpeper (1996). It was found that 4 impoliteness strategies were used by netizens on social media comments, namely bald on record impoliteness, positive impoliteness, negative impoliteness, and sarcasm or mock impoliteness. The functions for using impoliteness strategies by Indonesian citizen on social media were affective impoliteness, coercive impoliteness, and entertaining impoliteness. Conclusion. The functions for using language impoliteness by netizens on social media were to vent negative feelings or anger and dislike and to entertain the viewers. The new function was found, namely, shaping negative opinion. Shaping negative opinion usually use arguments or data in a persuasive focus by spreading inaccurate information.

Keyword : Impoliteness strategies, presidential election, social media.