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.
