FROM VULGAR TO VALUABLE: REFRAMING THE COARSE SUNDANESE REGISTER ‘AING–SIA’ IN THE WEST JAVA GOVERNOR’S POLITICAL DISCOURSE
DOI:
https://doi.org/10.31851/88gs6605Keywords:
coarse register, sundanese language, political discourseAbstract
This study explores how the politician Dedi Mulyadi employs the coarse Sundanese pronouns aing and sia in public communication. It focuses on how these expressions, traditionally regarded as impolite, are strategically used in official and public settings to challenge conventional linguistic norms while reinforcing political authority. The research adopts a qualitative descriptive approach with a case study design, analyzing eight video clips collected from YouTube and TikTok using Halliday’s register theory, Silverstein’s indexicality, and Du Bois’ stance theory as analytical frameworks. The findings reveal that the social meanings of aing and sia have shifted from markers of rudeness to effective political resources. By combining humor with an informal speaking style, Dedi Mulyadi reduces social distance, projecting authenticity, sincerity, and solidarity with ordinary citizens. These linguistic strategies enable him to establish a stronger connection with grassroots audiences while reshaping public perceptions of linguistic politeness in political discourse. This study offers valuable insights for scholars and students of political linguistics and cultural studies by demonstrating how regional languages can function within contemporary political communication. It further argues that the strategic use of non-standard or coarse local language can serve as a constructive political asset, challenging the conventional assumption that political credibility depends solely on formal and polite language. In doing so, the study contributes to broader discussions on the role of regional languages in constructing political identity in multicultural societies.
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