and cultural values of a society (Satriah, 2024). Activities when communicating need to consider the

feelings of others. Communication can go well if speakers can understand each other (Wardono et al.,

2020). In the context of traditional communication, language politeness has long been understood as

a norm that regulates interactions between individuals in a community. However, the development

of digital technology has brought major changes in the way people communicate, including in the

aspect of politeness (Baihaki, 2020). In essence, there is no better or worse language owned and used

by humans. If there is a language that has been able to express most of the thoughts and feelings more

than other languages, it is not because the language is better but because language owners and users

have been able to explore the potential of the language more than others. So what is better is not the

language but the human ability. (Mislikhah, 2015). YouTube, as one of the largest platforms for video

Language politeness is basically related to efforts to maintain harmonious interpersonal

relationships through the use of language that respects social norms. Communication between one

person and another is said to be good if the intent and purpose can be understood by the speech

partner. (Hasbullah Ridwan & Khamidah, 2021). Speech is what ideas, ideas, and opinions in the form

of sentences of utterances conveyed by someone to another person (Nurpadillah, 2019). In the study

of pragmatics, the theory of politeness put forward by (Levinson, 1987) and Leech (1983) emphasize

that politeness is not only about choosing polite words, but also about strategies to avoid conflict and

maintain the "face" of the interlocutor. In the context of social media such as YouTube, language

politeness becomes more complex because interactions are no longer limited to face-to-face contexts,

but through digital mediums that allow mass and open interactions.

communication environment, which not only retains a loyal audience but also reduces the risk of

conflict or negative comments that can damage the creator's public image.

However, implementing civility in YouTube content is not a simple matter. YouTube as a global

platform has a diverse audience from various cultural backgrounds, ages, and communication

preferences (Zain & Tasya, 2023). This poses a challenge for creators to determine a standard of

politeness that is widely acceptable without compromising the personality characteristics they want

to display. In assessing language politeness, there are at least two things that need to be considered,

namely how we speak and with whom we speak (Romadhianti, 2020). The essence of language

politeness is our ethics in socializing in society with the use of language and good word choice, by

paying attention to where, when, to whom, with what purpose we speak politely (Setyawati, 2013)

content through the perspective of pragmatics and politeness theory. In particular, this study will

describe how language politeness exists on YouTube channels.

With the variety of forms of speech contained in YouTube, there are also forms of politeness in

speech. Some previous studies have also analyzed the politeness of language contained in YouTube

channels and other media (Heryani et al., 2023) analyzed language politeness on Deddy Corbuzier's

YouTube channel podcast. Kartina (2021) analyzed language politeness in Sherly Annavita Rahmi's

YouTube vlog content. Thus, language politeness can be introduced to students through YouTube

channels.

Language politeness can be analyzed by observing Leech's maxims found in video statements,

scripts, and others. Leech proposed six language politeness maxims, namely: tact maxim, generosity

politeness utterances spoken by the host Budi Adiputro and the interviewee Chairul Tanjung in the

CXO Media YouTube channel edition of Reading Opportunities, Building Glory. The edition on the

YouTube channel has a duration of 53 minutes and 1 second, and was published on September 27,

2024.

The data collection technique in this research uses the method of listening and recording. The

researcher listened carefully to all utterances contained in the CXO Media YouTube channel video

edition of Reading Opportunities, Building Glory, while recording utterances or utterances that

contain Leech's language politeness along with the video part. The data analysis technique carried

out in this study follows several steps as follows: listening to all data sources repeatedly and carefully,

collecting and categorizing data, describing findings, and concluding research results.

and agreement maxim.

Maxim of Wisdom

Leech said that a person who is considered wise or wise should adhere to the principle of

always reducing his own benefits, and maximizing the benefits of other parties in the activity. Here

are the research findings

Host:

Give a big round of applause to my best friend. Princess Cape at the back!

Duration:

(1.33-1.35)

The snippet of dialog in the YouTube channel above shows that Budi Adiputro used the maxim

Chairul T

Duration:

Instead of blaming certain parties or exposing Indonesia's shortcomings directly, he

emphasizes the importance of a culture of hard work as the key to the success of other countries, such

as Vietnam and Thailand. This statement reflects the Maxim of Wisdom from Leech's politeness

theory, where he carefully highlights the culture of hard work as a value that needs to be emulated

without offending the audience or the host, who previously highlighted Indonesia's backwardness in

several fields. Chairul Tanjung also acknowledged that Indonesia has been blessed with abundant

In the excerpt, the host gave a thoughtful appreciation to Chairul Tanjung for attending and

gave a thoughtful message of hope to the audience who had attended.

Maxim of Generosity

The Generosity Maxim in Leech's politeness theory is a principle that encourages speakers to reduce

benefits for themselves and increase benefits for others in a conversation. In practice, this maxim

makes the speaker focus more on the needs, interests, or benefits for the interlocutor rather than for

In this statement, Chairul Tanjung shows generosity by sharing his experience of the long

journey he has taken to achieve success, without access to mentors or modern learning resources

such as YouTube. He mentions that the current generation is lucky to have events and opportunities

there are insufficient. In this context, he refers to the challenges in implementing the idea,

emphasizing that while it is easy to say, creating opportunities requires real action and effort. In this

statement, the application of the Approbation Maxim is seen in the way the Host appreciates the

success of other countries and attributes it to a positive approach to education and hard work. By

recognizing these countries, he was trying to build a positive and inspiring atmosphere for the

discussion. In addition, this discussion created opportunities for the audience to reflect on how they

could apply similar concepts in their personal and professional contexts. On the other hand, Chairul

Tanjung also implicitly complimented the host by listening and responding seriously to his questions,

reflecting active engagement and mutual respect in the conversation.

educational background. This statement reflects several important aspects in the context of the

discussion on success in business. First, Chairul Tanjung points out that practical experience in

business can be more valuable than formal education, emphasizing that success often comes from

hands-on involvement and experience in the field. This is also in line with the principles of smart

working and the ability to seize opportunities previously discussed, where successful entrepreneurs

are often those who are able to learn from experience and adapt to change. Secondly, this statement

also reflects the Approbation Maxim. By acknowledging Lim Syulyong's experience, Chairul not only

honored Lim's contribution to the business world, but also inspired the audience to value practical

experience and the learning that comes from practice. This builds respect and recognition among

business people, and motivates the audience to see the potential in their own experiences, regardless

to support each other and recognize the importance of learning from other countries' experiences.

The host and Chairul Tanjung both attempted to build a positive and supportive atmosphere for the

entrepreneurial spirit. Chairul Tanjung uses his statements to encourage the audience to be inspired

and learn from other countries' successes, so that they can apply those lessons in the Indonesian

context.

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Heryani, D., Hendaryan, H., & Hidayatullah, A. (2023). Kesantunan Berbahasa Dalam Podcast Deddy

Kartina, I. (2021). Kesantunan Berbahasa Dalam Konten Vlog Youtube Sherly Annavita Rahmi

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