NEGOTIATING MEANING IN THE DIGITAL DISCOURSE: A POLYSEMY PRAGMATIC STUDY OF THE VIRAL TIKTOK PHRASE ‘10.000 DI TANGAN ISTRI YANG TEPAT’

Abstract

This study investigates pragmatic polysemy in viral digital discourse, focusing on the phrase “Rp10.000 di tangan istri yang tepat” on TikTok. It aims to examine how multiple meanings emerge from a single expression and how these meanings are constructed, interpreted, and negotiated in online interactions. The study also explores how the phrase functions as praise, humor, and social criticism, producing layered interpretations in digital communication. This research employs a qualitative approach using a netnographic design. Data were collected through screenshot documentation of TikTok videos and their associated discourse. The analysis applies a pragmatic polysemy framework by integrating Relevance Theory (Carston), Conversational Implicature (Grice), Lexical and Contextual Meaning (Lyons and Leech), Humor Theory (Attardo), and Critical Discourse Analysis (Fairclough). The findings reveal four types of pragmatic meanings: literal, connotative, humorous, and ironic. Literal meaning refers to factual financial management, while connotative meaning reflects social and moral values related to gender roles. Humorous meaning arises through exaggeration and maxim violation, whereas ironic meaning expresses criticism toward unrealistic expectations and economic inequality. The results show that meanings are continuously negotiated through strategies such as comments, duets, stitches, and multimodal framing. TikTok functions as a dynamic discursive space where meanings are collaboratively constructed and contested. In conclusion, pragmatic polysemy in digital discourse reflects the interaction between language, social context, and digital platforms, highlighting how viral expressions become sites of meaning negotiation and ideological discourse.