GENDER REPRESENTATION IN @SONU_PAII PAID PROMOTIONAL VIDEOS: AN EXPERIENTIAL METAFUNCTION ANALYSIS
Keywords:
Constructing Gender, TikTok, Experential Metafunction, Propotional Discourse
Abstract
Gender has long been recognized as a significant social factor influencing language use, reflecting how people express their identity, power, and social roles via communication. Gender representation is expressed on social media in both linguistic and multimodal formats, including text, emojis, visuals, sound, and gestures. From a linguistic perspective, this gender performance is realized through the experiential and logical metafunctions of language Systemic Functional Linguistics (SFL) developed by Halliday (2014), especially experiential metafunction. The experiential metafunction refers to how language encodes experiences of the world, including actions, perceptions, states, and relationships. It is realized through the transitivity system, which consists of processes (material, mental, relational, verbal, behavioral, existential), participants, and circumstances. This research therefore aims to investigate how experiential metafunctions are realized in the influencer’s paid promotional videos, and how representation of gender of @sonu_paii.
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Thompson, G. (2014). Introducing functional grammar (3rd ed.). Routledge.
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Afriansyah, M. (2022). Analyzing ideational metafunction in TV commercials: A systemic functional linguistics approach. Journal of Language and Communication Studies, 9(2), 55–70.
Alfiansyah, R. (2023). Representation of gender roles through ideational metafunction in advertisements. Indonesian Journal of Applied Linguistics, 13(1), 122–137.
Aldisan, D., & Hamzah, H. (2022). A comparative analysis of ideational metafunction between presenters in Kick Andy and Mata Najwa.
Androutsopoulos, J. (2015). Networked multilingualism: Sociolinguistic notes on Tumblr. In A. Georgakopoulou & T. Spilioti (Eds.), The Routledge handbook of language and digital communication (pp. 282–299). Routledge.
Bahardur, T., & Afrinda, Y. (2025). Metafunctional analysis of social media utterances in digital interaction. Discourse and Media Research, 11(1), 44–60.
Bloor, T., & Bloor, M. (2013). The functional analysis of English: A Hallidayan approach (3rd ed.). Routledge.
Bogdan, R. C., & Biklen, S. K. (2007). Qualitative research for education: An introduction to theory and methods (5th ed.). Pearson.
Butt, D., Fahey, R., Feez, S., Spinks, S., & Yallop, C. (2000). Using functional grammar: An explorer’s guide. Macquarie University.
Cameron, D. (2005). Language, gender, and sexuality: Current issues and new directions. Applied Linguistics, 26(4), 482–502. https://doi.org/10.1093/applin/ami027
Cameron, D. (2010). The myth of Mars and Venus: Do men and women really speak different languages? Oxford University Press.
Christie, F., & Derewianka, B. (2008). School discourse: Learning to write across the years of schooling. Continuum.
Coffin, C. (2006). Historical discourse: The language of time, cause and evaluation. Continuum.
Crystal, D. (2011). Internet linguistics: A student guide. Routledge.
Dewi, N., & Anisa, R. (2022). Experiential meaning in COVID-19 health campaign posters. Journal of Linguistic and Semiotic Studies, 4(2), 89–104.
Eckert, P., & McConnell-Ginet, S. (2013). Language and gender. Cambridge University Press.
Efendi, N., Rachman, A., Hamid, H., & Rahmawati, F. (2025). Gender differences in English learning strategies among university students in East Kalimantan.
Eggins, S. (2004). An introduction to systemic functional linguistics (2nd ed.). Continuum.
Fairclough, N. (1995). Critical discourse analysis: The critical study of language. Longman.
Fontaine, L. (2013). Analysing English grammar: A systemic-functional introduction. Cambridge University Press.
Gerot, L., & Wignell, P. (1994). Making sense of functional grammar. Gerd Stabler.
Giddens, A. (1990). The consequences of modernity. Stanford University Press.
Halliday, M. A. K. (1994). An introduction to functional grammar (2nd ed.). Edward Arnold.
Halliday, M. A. K. (2014). Halliday’s Introduction to Functional Grammar (4th ed., revised by C. M. I. M. Matthiessen). Routledge.
Halliday, M. A. K., & Matthiessen, C. M. I. M. (2014). An Introduction to Functional Grammar (4th ed.). Routledge.
Handayani, S. (2021). Ideational metafunction in online news discourse during the COVID-19 pandemic. International Journal of Media Linguistics, 7(3), 201–215.
Henriksson, M. (2025). Experiential and logical metafunctions in TikTok beauty influencer content.
Herring, S. (2013). Discourse in Web 2.0: Familiar, reconfigured, and emergent. In D. Tannen & A. M. Trester (Eds.), Discourse 2.0: Language and new media (pp. 1–25). Georgetown University Press.
Ibrahim, A. Z. (2024). Gendered Language: Analyzing Sociolinguistic Differences in Communication. Research Journal of Literature, Languages and Linguistics, 12(3). Retrieved from aydenjournals.com
Jones, R. H., Chik, A., & Hafner, C. (2015). Digital literacies. Routledge.
Karim, A., Nurdin, F., & Lestari, D. (2023). Multimodal ideational meanings in environmental campaign videos. Journal of Multimodal Communication, 5(1), 15–32.
KhosraviNik, M. (2023). Social media, influencers, and ideational meaning-making: A discourse analysis approach. Journal of Pragmatics, 207, 138–152.
Kress, G., & van Leeuwen, T. (2006). Reading images: The grammar of visual design (2nd ed.). Routledge.
Kress, G., & van Leeuwen, T. (2020). Reading images: The grammar of visual design (3rd ed.). Routledge.
Law, K. (2021). Multimodal creativity and power relations in online discourse: An SFL perspective. Journal of Multimodal Communication, 12(2), 45–60.
Liu, Y. (2022). Applying systemic functional linguistics to digital communication contexts. Linguistics and Education, 69, 101036.
Li, Z. (2024). Examining the Impact of Gender Differences on Language Expression: A Sociolinguistic Perspective. International Journal of Languages, Literature and Linguistics, 10(4), 385–389. Retrieved from ijlll.org
Limnios, O. A. (2024). Female Language in Research Articles Written by Transgender Scientists. Gender Studies, 23(1), 185–203. Retrieved from sciendo.com
Martin, J. R., & Rose, D. (2003). Working with discourse: Meaning beyond the clause. Continuum.
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Mills, S. (2008). Language and sexism. Cambridge University Press.
Moleong, L. J. (2017). Metodologi penelitian kualitatif (Edisi Revisi). Remaja Rosdakarya.
Nguyen, T. (2024). Transitivity patterns in TikTok-related news discourse: Ideology, stance, and representation. Discourse & Society, 35(2), 214–233.
Nurjamin, A., Setiawan, B., & Rahayu, M. (2023). Logical meaning in Indonesian online news headlines: A systemic functional perspective. Journal of Linguistic Inquiry, 8(1), 75–91.
O’Halloran, K. L. (2021). Integrating linguistic and visual ideational meanings in multimodal communication. Social Semiotics, 31(4), 587–604.
Page, R. (2022). Digital discourse and gender performance in influencer culture. Discourse, Context & Media, 46, 100556. https://doi.org/10.1016/j.dcm.2022.100556
Painter, C. (2003). Developing attitude: An ontogenetic study of evaluative meanings in a child's first language. Text & Talk, 23(2), 183–213.
Paltridge, B. (2012). Discourse analysis: An introduction (2nd ed.). Bloomsbury.
Putri, A. (2025). Brand ambassador discourse on social media: An SFL analysis.
Pratiwi, D., & Gultom, H. (2022). Experiential and logical meanings in YouTube educational speeches. Indonesian Journal of Discourse Analysis, 6(2), 112–128.
Putra, R., Yuliani, T., & Hasan, S. (2024). Ideational metafunction in political speeches: A study of coherence and persuasion. Journal of Political Communication, 12(1), 65–83.
Ramadhani, M., Nainggolan, J. K., & Sitompul, D. M. (2023). Analysis Ideational Metafunction in Recount Text at SMAN 1 Panai Hilir Labuhanbatu, Sumatera Utara. Jurnal Ilmu Pendidikan dan Sosial, 2(1), 29–35. Retrieved from putrapublisher.org
Silverman, D. (2020). Interpreting qualitative data (6th ed.). SAGE Publications.
Soegiarto, H. (2024). Gender-Neutral Language: Between Inclusion and Controversy in Societal Perceptions. JILPR (Journal Indonesia Law & Policy Review), 6(3). Retrieved from ejournal.aissrd.org
Sunderland, J. (2015). Language, gender and children’s fiction. Routledge.
Swari, M., & Ayomi, D. (2024). Memes as multimodal discourse: An ideational metafunction analysis of Instagram content. Journal of Digital Media and Communication, 10(3), 99–118.
Tagg, C. (2015). Exploring digital communication: Language in action. Routledge.
Thompson, G. (2014). Introducing functional grammar (3rd ed.). Routledge.
Wahdania, R., & Hamzah, H. (2022). Ideational metafunction in presidential speeches: Constructing national identity. Journal of Applied Linguistics and Literature, 7(2), 233–248.
Yulianti, S., & Hasanah, R. (2022). Persuasive meanings in online advertisements: An ideational metafunction analysis. Journal of Advertising and Communication, 4(1), 45–61.
Zappavigna, M. (2023). Social media discourse. In D. Tannen, H. E. Hamilton, & D. Schiffrin (Eds.), The handbook of discourse analysis (3rd ed., pp. 455–472). Wiley-Blackwell.
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2026-04-02
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