Haling ku Aing: A Multimodal Pragmatics Analysis of Sundanese Cultural Values on A Tiktok Video

Abstract

In a swiftly globalizing world, the traditional values of the Sundanese, profoundly ingrained in the populace of West Java, Indonesia, are in jeopardy of being disregarded by subsequent generations. This study seeks to investigate the pragmatic implications of Sundanese values expressed through TikTok videos, with particular emphasis on content tagged #wayanggolek that showcases traditional wayang golek (wooden puppet) performances. The study used a digital multimodal pragmatics approach to examine the interaction of verbal and visual aspects, elucidating how these components collectively convey Sundanese cultural values. The corpus comprises video data chosen for its cultural importance and aesthetic value. The results demonstrate a complex, multimodal interaction in which visual symbols, textual overlays, and background converge to form a nuanced depiction of Sundanese ideals, effectively engaging viewers in a culturally relevant and accessible manner. The examination reveals essential concepts such as proactivity, politeness, initiative, humility, and resilience. We argue that the engagement within TikTok's digital realm facilitates a dynamic, contemporary conveyance of cultural identity. The results underscore the capacity of social media platforms to preserve and advance cultural legacy via interactive, multimodal material, thereby strengthening identity and communal values within a dispersed audience. Other researchers could enhance this study's approach to create advanced frameworks for multimodal pragmatics that consider the swiftly evolving dynamics of digital media, including interactive audience features and platform-specific affordances.