Digital Literacy and Ecopedagogy in the Speech Acts of the @kopidarimedalsari Social Media Account
Sigit Pramono

Department of Indonesian Literature, Universitas Negeri Jakarta, Indonesia

Abstract

This article examines the interplay of digital literacy and ecopedagogy in the speech acts employed by the @kopidarimedalsari social media account. The study adopts a qualitative method, with data collected from the Instagram account @kopidarimedalsari. The analysis is grounded in the speech act theory proposed by Austin (1962) and Searle (1969). The findings reveal that directive illocutionary acts are extensively utilized within the account^s communicative practices. Directive speech acts are strategically employed to invite, persuade, and encourage potential consumers not only to engage with the products being promoted but also to internalize the ecological values embodied in the coffee culture it represents. Meanwhile, assertive, directive, and commissive speech acts function to establish and nurture emotional rapport with the account^s followers. Based on these findings, it can be concluded that linguistic strategies reflected through speech acts play a pivotal role in product branding and in enhancing digital interaction with potential consumers.

Keywords: Digital literacy, Ecopedagogy, speech acts, illocutionary acts, linguistic strategy, social media

Topic: Digital Literacy and Ecopedagogy for SDGs