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ETIKA KOMUNIKASI KATO MANDAKI DAN TINDAK TUTUR MASYARAKAT MINANGKABAU KOTA PARIAMAN
This research examines the communication ethics of kato mandaki as the local wisdom of the Minangkabau people in Pariaman City who face the challenges of modernization and globalization. The phenomenon of shifting speech norms due to increasingly open communication patterns has the potential to threaten the preservation of cultural values that have served as an adhesive for social cohesion. Although there have been many studies on the umbrella concept of kato nan ampek, there is a void of research that specifically and deeply examines the speech practices of kato mandaki. This study uses a qualitative approach with data collection methods through in-depth interviews with traditional leaders, ninik mamak, and various elements of society in Pariaman City. Data analysis is done critically using Habermas' communicative action theory and Austin's speech act theory. The results show that kato mandaki is not just a static etiquette of politeness, but a strategic communication mechanism to achieve mutual understanding (Verständigung). It is concluded that every utterance in kato mandaki is a conscious act in which an indirect form of locution (literal meaning) is deliberately chosen to wrap illocutionary power (intention). This set of speech acts is architecturally designed to achieve a complex perlocutionary effect, namely convincing the interlocutor by making him feel valued. Thus, kato mandaki proves to be a form of high-level communication skill that effectively balances the achievement of personal goals and the maintenance of social harmony in an ethical society
FAKULTAS DAKWAH DAN KOMUNIKASI, UIN SUNAN KALIJAGA YOGYAKARTA
ETIKA KOMUNIKASI KATO MANDAKI DAN TINDAK TUTUR MASYARAKAT MINANGKABAU KOTA PARIAMAN (Text)
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