Politeness Strategies in Digital Motivational Discourse: A Pragmatic Analysis of Maudy Ayunda’s Thoughts on Insecurities and Imposter Syndrome
DOI:
https://doi.org/10.59011/austronesian.5.1.2026.346-358Keywords:
Pragmatics, Politeness strategies, Motivational communication, YouTube, Digital DiscourseAbstract
The increasing use of digital platforms has transformed how motivational messages are communicated and consumed. YouTube, in particular, provides a platform for public figures to share personal experiences, offer inspiration, and discuss psychological issues. This study examines the politeness strategies employed in Maudy Ayunda’s video Thoughts on Insecurities and Imposter Syndrome, focusing on their types and pragmatic functions in motivational discourse. A descriptive qualitative design was employed using Brown and Levinson’s (1987) politeness theory as the analytical framework. The data consisted of utterances containing politeness strategies extracted from the video transcript. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña (2014), comprising data collection, data condensation, data display, and conclusion drawing. The findings identified 37 utterances containing politeness strategies: 21 positive politeness, 9 negative politeness, 5 off-record, and 2 bald on-record strategies. Positive politeness was the dominant strategy, reflecting the speaker’s efforts to establish solidarity, empathy, and emotional connection with the audience. The strategies served complementary pragmatic functions: positive politeness established rapport, negative politeness respected audience autonomy, off-record strategies encouraged self-reflection, and bald on-record strategies conveyed direct messages. The study demonstrates that politeness strategies contribute to constructing supportive and considerate motivational discourse in digital communication.
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