THE USE OF UN/MARKED CODE TO SHOW POLITENESS AMONG MULTILINGUAL CUSTOMERS
DOI:
https://doi.org/10.22219/celtic.v8i2.16692Abstract
The use of un/marked codes in expressing dissatisfaction has become a typical case among Indonesian multilingual customers which show various ways to convey dissatisfaction. This study applies theories of politeness strategy, politeness principles, and three types of complaining responses. These theories are applied to analyse marked and unmarked complaints in Indonesian and English. It attempts to show how customers express their complaints by using specific codes implying im/politeness, finding the underlying reasons by choosing certain codes, and categorizing the complaints based on three types of complaining responses. The data is taken from observation in a Japanese restaurant in form of conversation, both in Indonesian and English. The results show that the unmarked complaints are attempted to get a response and the marked complaints to exclude the waitress. The unmarked and marked complaints apply underlying reasons as assertive and impositive uses, but the politeness principle here is used to decrease the impositive by using interrogative sentences and marked code. The unmarked code is an action of voice response to get a response from the restaurant parties. It also found that the younger multilingual customers tend to use a private response, whereas the adult customers use a voice response.
Downloads
References
Ashraf, T., Sajjad, W., Rizwan, M., Ahmed, D., & Nazeer, H. (2013). Determinants of Consumer Complaining Behavior: A study of Pakistan. International Journal of Learning and Development, 3(6), 121–138. https://doi.org/10.5296/ijld.v3i6.6209
Brown, P., & Levinson, S. C. (1987). Politeness: some universals in language usage. Cambridge University Press.
Chinedu, A. H., Haron, S. A., & Osman, S. (2017). Predictors of Complain Behaviour among Mobile Telecommunication Network Consumers. International Journal of Marketing Studies, 9(1), 119–128. https://doi.org/10.5539/ijms.v9n1p119
Eshreteh, M. K. M., & Badran, H. (2020). The Application of Leech’s Politeness Maxims in Shakespeare’s The Merchant of Venice. Indonesian Journal of English Language Studies (IJELS), 6(2), 60–76.
Fromkin, V., Rodman, R., & Hyams, N. (2013). An introduction to language (Tenth Edit). Cengage Learning.
Kaddour, N. Al. (2019). The Use of Code-Switching and Code-Mixing by Speakers of Emirati Arabic (EA). Journal of Literature, Languages and Linguistics, 52(January), 1–6. https://doi.org/10.7176/jlll/52-08
Karim, S. A. (2016). Analysis On Cooperative Principle And Politeness Principle In Guest Complaining At X Hotel In Kuta-Bali. RETORIKA: Jurnal Ilmu Bahasa, 2(2), 394. https://doi.org/10.22225/jr.2.2.68.394-408
Leech, G. (2014). The Pragmatics of Politeness. Oxford University Press. https://doi.org/10.1093/acprof:oso/9780195341386.001.0001
Lustyantie, N. (2019). Leech ’ s politeness principle in Lenong Betawi humorous dialogue entitled “ Anak Durhaka .” English review: Journal of English Education, 7(2), 133–142. https://doi.org/10.25134/erjee.v7i2.1731.Received
Mabule, D. R. (2015). What is this? Is It Code Switching, Code Mixing or Language Alternating? Journal of Educational and Social Research, 5(1), 339–350. https://doi.org/10.5901/jesr.2015.v5n1p339
Mansoor, I. K. (2018). Politeness : Linguistic study. International Journal of Research in Social Sciences and Humanities, 8(IV), 167–179.
Masjedi, N., & Paramasivam, S. (2018). Complaint and Politeness Strategies used by Iranian Speakers of English. IJALEL: International Journal of Applied Linguistics & English Literature, 7(4), 38–49.
Miles, M. B., Huberman, A. M., & Saldana, J. (2014). Qualitative Data Analysis (3rd ed.). SAGE Publications, Inc.
Myers-Scotton, C. (1993). Social Motivations for Codeswitching: Evidence from Africa. Oxford: Clarendon Press. https://doi.org/10.2307/524911
Myers-Scotton, C. (2018). Frequency and intentionality in ( un ) marked choices in codeswitching : “ This is a 24-hour country .” The International Journal of Bilingualism, 6(2), 205–219. https://doi.org/10.1177/13670069020060020401
Nimako, S. G., & Mensah, A. F. (2012). Motivation for Customer Complaining and Non-Complaining Behaviour Towards Mobile Telecommunication Services. Asian Journal of Business Management, 4(3), 310–320.
Nugroho, A. (2019). Request realizations of indonesian ESP lecturers. Celtic: A Journal of Culture, English Language Teaching, Literature & Linguistic, 6(1), 1–13.
Oktama, M. Y., & Ariatmi, S. Z. (2019). Politeness Strategies in Criticisms Used By the Overseas Students of Universitas Muhammadiyah Surakarta ( UMS ). The 2nd International Conference on Language, Literature and Teaching, 225–233.
Tanto, T. J. (2018). Request Strategies in Indonesian : An Analysis of Politeness Phenomena in Text Messages. Journal of Language and Literature, 18(2), 137–145.
Tronvoll, B. (2012). A dynamic model of customer complaining behaviour from the perspective of service-dominant logic. European Journal of Marketing, 46(1/2), 284–305. https://doi.org/10.1108/03090561211189338
Watts, R. J. (2003). Politeness. Cambridge University Press. https://doi.org/10.1017/CBO9780511615184
Widowati, D. R., & Kurnianingsih. (2018). Critical reading skill and its implication to speaking ability in multicultural classroom. Celtic: A Journal of Culture, English Language Teaching, Literature & Linguistic, 5(2), 18–23.
Yan-qiu, Z., & Feng-juan, T. (2015). Study on Markedness in Linguistics. Sino-US English Teaching, 12(9), 667–671. https://doi.org/10.17265/1539-8072/2015.09.004
Yule, G. (1996). Pragmatics (W. H.G. (ed.)). Oxford University Press.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Putri Nur Hidayah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
- Authors retain copyright to publish without restrictions and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
