Persuasive mode in learning English with Lucy on TikTok

Dewi  Kurniwati; Ina Suakesih; Septina Indayani; Farizka Humolungo

Dewi Kurniwati 1 Department of Informatics Engineering Politeknik Negeri Jakarta, Jl. Prof. DR. G.A. Siwabessy Kampus, Kukusan, Beji, Depok City, West Java, Indonesia
Ina Suakesih Department of Business Administration Politeknik Negeri Jakarta, Jl. Prof. DR. G.A. Siwabessy Kampus, Kukusan, Beji, Depok City, West Java, Indonesia
Septina Indayani Department of Business Administration Politeknik Negeri Jakarta, Jl. Prof. DR. G.A. Siwabessy Kampus, Kukusan, Beji, Depok City, West Java, Indonesia
Farizka Humolungo Department of Business Administration Politeknik Negeri Jakarta, Jl. Prof. DR. G.A. Siwabessy Kampus, Kukusan, Beji, Depok City, West Java, Indonesia

Keywords: Discourse analysis, persuasive mode, TikTok

Abstract

TikTok is promising social media for creative content creators to share information and get more followers. The more followers they have, the more successful they are as influencers. One of the persuasive appeals is Aristotle’s three persuasive modes: logos, pathos, and ethos. Higgins( 2012) demonstrated how persuasive strategies activate the ‘middle ground’ discourses of responsible and sustainable business constructed in three social/environmental reports. This study complements discourse analysis on using those three persuasive strategies in English learning content on TikTok by an English native speaker, Lucy. The result showed that ethos played a very strong role, and those motivated to learn English strongly supported 100% of the comments. Lucy, as an English native speaker, earns the audience’s trust and confirmation. Pathos and Logos are less claimed in this context because the content is more about learning material. This study shows that mode plays a
significant force in social media, especially TikTok.