Cooperation Principles in Content Creators: A Pragmatic Analysis of Youtube Influencers in Indonesia

Abstract

This study explores the application of Grice's cooperation principle in content production by YouTube influencers in Indonesia. This study focuses on aspects of the principles of quantity, quality, relevance, and ways to increase audience interest and form a positive image. The purpose of this study is to deeply analyze the cooperative principle strategies contained in the speech of local influencers in the Indonesian cultural context. The methodology used is qualitative, using video content analysis of two well-known YouTubers in Indonesia, Jess No Limit and Ricis Official. Data were collected through observation and analysis of videos featuring creator collaboration and interaction with the audience on the YouTube platform. A review of relevant literature was also used to sharpen the results of the analysis. The results showed that both creators attempted to comply with quantity, quality, and relevance maxims to maintain audience engagement. However, there are challenges in fulfilling the maxim of manner due to the difficulty in maintaining clarity and efficiency of communication, both in the delivery and the sentence structure. The violation of the maxim of despite demonstrating authenticity and a relaxed approach to communication, the dynamics of digital-age communication facilitates closeness and inclusiveness with the audience.