Language and Communication Behavior of Bugis Ethnic Traders to Prospective Buyers

International Journal of Research and Innovation in Social Science (IJRISS) | Volume VI, Issue III, March 2022 | ISSN 2454–6186

Language and Communication Behavior of Bugis Ethnic Traders to Prospective Buyers

Jamiluddin, Muhammad Nur Ali, Sudirman
Universitas Tadulako, Indonesia

Communication behavior of Bugis ethnic traders to prospective buyers in Manonda market Palu has its own characteristics. It has a variety of speech acts based on cultural values and habits that are still inherent to Bugis ethnic traders so that this communication behavior creates a special meaning that affects the prospective buyers. The aims of this research are (1) to find out and describe the language and communication behavior of ethnic Bugis traders to the prospective buyers, (2) to reveal the meaning of the message caused by the variation of speech acts in communication behavior to prospective buyers. The researcher used a descriptive-qualitative method by choosing 5 (five) Bugis ethnic traders as informants who trade in Manonda market through predetermined criteria. This research used purposive sampling. Instruments of data collection were participatory-observation, interviews, listening, and taking note. The results of this research revealed that; (1) Language and communication behavior of Bugis ethnic traders to prospective buyers used verbal and nonverbal communication simultaneously. The traders dominantly used perlocutionary speech acts with expressive and commissive types of speech through accommodative and persuasive communication models. To end communication, the traders used phatic speech acts. They applied a conative attitude structure. (2) The meaning of the message expressed by the traders was more affective. The traders often applied low context culture to the prospective buyers rather than high context culture.

Keywords: Communication behavior, message meaning, Ethnic Bugis traders.

I. INTRODUCTION

Manonda market is one of the traditional markets located in the sub-district of West Palu, Palu city, Central Sulawesi province. In this market the relationship between traders and prospective buyers is unique. It is different from modern markets. Based on pre-observation that has been done before doing actual research, the writer as a researcher saw things that were unique and interesting when he was in this market, including social communication behavior that was seen and heard in interacting such as ways of bargaining between traders and prospective buyers by using variation of code (language), meaningful smile, meaningful body movement as well as distinctive sound and noise. In the perspective of the interactions that occur, the traditional markets have a special uniqueness that become the spirit of the market dynamics. Therefore, this situation is different from modern markets in which communication behavior between traders and prospective buyers is limited.
In the traditional market, communication behavior that is practiced in bargaining for goods is able to have a psychological impact on every prospective buyer. It is even more interesting because there are various types of ethnicity, where each ethnic has its own style and character of behavior in interacting so that it raises its own language and social behavior. This situation occurs because it cannot be separated from the existence of various kinds of cultural dimensions, norms, customs, habits, and language variations of each individual. In such a situation, whether it is realized or not, it presents its own uniqueness in interaction between traders and prospective buyers. Sometimes the traders and the prospective buyers touch each other and measure the depth of each party’s heart through communication behavior so that they sometimes create attitude of joy, laughter, and even the possibility of emotional attitudes from both parties. Novianti E (2017) also states that communication behavior can also lead to closer social relationships, mutual respect, and in the end can create understanding mutually beneficial socially and economically.

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