The Dimensionality of Javanese Covid-19 Appeals on the Five Mayors and Regents Instagram Accounts: Norman Fairclough's Critical Discourse Analysis

Abstract

This study aims at describing the dimensionality of Javanese covid-19 appeals of five mayors and regents on Instagram. The current study is descriptive qualitative research. The data of this research are the five Javanese Covid-19 appeals from five mayors and regents in East Java province. This study uses Norman Fairclough's CDA to identify and analyze the data. This study found that those Javanese Covid-19 appeals have three-dimensionality. In the textual dimension, it is found that those appeals are constructed through Javanese language identity. The imperative sentences are dominant. There are also obligatory and prohibitive deontic modalities. This shows that those appeals have a strong persuasion power. In the discursive dimension of practice, it is found that those posters are produced and distributed directly by the institution of the five regional head`s Instagram account. The consumers of those appeals are social media (Instagram) users who speak the Javanese language and especially those who live in the area where these regional heads lead. In the socio-cultural dimension, it was found that those appeals were affected by the Covid-19 situation. In the context of the situation, those appeals are a manifestation of preventive efforts from the institution in dealing with the Covid-19 pandemic.