LANGUAGE STYLES AND FUNCTIONS IN TIKTOK POLITICAL CAMPAIGNS: A SOCIOLINGUISTIC ANALYSIS OF 2024 INDONESIAN LOCAL ELECTIONS

Abstract

This study investigates the language styles and functions used in TikTok campaign videos during Indonesia's 2024 regional elections (Pilkada). Using a qualitative descriptive method, the study explores how local political candidates employed short-form video content to influence and engage voters, particularly younger demographics. The data, drawn from five prominent candidates’ TikTok accounts, were analyzed using Joos’ (1976) language style classification and Holmes’ (2013) language function framework. The findings reveal the predominance of casual and consultative language styles, which reflect candidates’ intentions to appear relatable and informative. Referential and expressive language functions were the most frequently used to convey political messages and create emotional connections. This study underscores the importance of language strategy in digital political discourse and offers insights into how social media platforms like TikTok are reshaping political communication.