Abstract
The focus of this research was to widen the richness of emotive-cultural lexicon which is grow rapidly in the usage area of coastal Javanese, especially in Pati District. By the variant of emotive-cultural lexicon will be found the uniqueness form of politeness and the gradation of politeness in the speaker walks of life. The location of this research was concentrate in Pati District. The selection of respondent and informant by using purposive sampling. The research design was survey and case study. The data collection was done by structured interview, in-depth interview, and focus group discussion. The data was analyze using the connection of emotive-cultural lexicon toward the form of politeness speech, so that the direct substance sorting became the main device in the analysis. The research findings are the power of emotive-cultural lexicon becomes the spirit of speech politeness form for Javanese coastal society in the region of Pati. This spirit also developes the gradation of politeness for the speaker. Lingually, this gradation is determined by the color/variant of emotive-cultural lexicon than the power of extralingual.
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