ANALISIS PEMATUHAN DAN PELANGGARAN MAKSIM GRICE DALAM TUTURAN LIVE TIKTOK

Abstract

Compliance with and violation of Grice’s Cooperative Principle often occur in speech, especially in persuasive interactions such as product promotion, where speakers adjust their utterances to achieve specific communicative goals. This study employed a qualitative method involving observation and screen recording, followed by transcribing the recordings, classifying utterances based on Grice's maxims, and conducting descriptive analysis of the context. The data consisted of excerpts from the utterances of the host and audience during a TikTok Live session on the @wardahofficial account. The findings show that the TikTok Live host frequently adhered to Grice’s maxims by delivering information accurately, clearly, and relevantly, as a form of concern for the viewers’ needs and as a strategy to build trust and encourage purchases. However, maxim violations were also identified, caused by promotional strategies, audience ignorance, and the fast-paced nature of communication which hindered clarity and information correction. Previous studies by (I. Fadli & Kasmawati, 2020), (M. Safar & Hamsa, 2022), and (Loka, 2021) in the context of traditional markets showed that maxim violations often occurred to ensure communicative smoothness. This study offers novelty by examining digital interactions with distinct characteristics, thereby expanding the application of pragmatic theory in online contexts.