NOTION: Journal of Linguistics, Literature, and Culture

Xenoglossophilia in Asian skincare marketing: A cross-country multiple case analysis of language choice on social media

Fajria Fatmasari — 2025-11-14

The occurrence of xenoglossophilia in non-English speaking countries has recently become attention among scholars due to the rise of technology. It makes it easier for brands to promote through social media content. Some skincare brands routinely post content to attract the market, thus making skincare marketing so dynamic. The objective of this paper is to explore the phenomenon of xenoglossophilia in certain countries and provide a new understanding of how English dominance, the absence of a native language, and script choice impact the situation. Thus, this study will contribute to marketers, linguists, and academics. This research was a multiple-case analysis that employed multiple-analyst triangulation in analyzing data on social media content from some brands in Indonesia, Japan, South Korea, Thailand, and China. The results of the study showed English was chosen for their promotional text. Surprisingly, brands from Indonesia have 0,005 percent of full native language frequency in their content, while brands from China employ 100 percent English in their content. Here, English was seen as the dominant language among the countries, although they still had their native language. The absence of the native language is seen in some brands from some countries for any reason. Therefore, some brands still consider having copywriting in their native script related to their main target audience. From the data, we concluded that the use of English in social media content is considered a strategy to gain more market share in the global economy without purposefully irritating nationalism among the countries.

Canting and communication: Women’s role in preserving traditional batik culture in Kampung Batik Giriloyo, Yogyakarta

Alifia Wanda Az-Zahra — 2025-11-14

This study examines the dual role of women in Kampung Batik Giriloyo as housewives and cultural practitioners who preserve the tradition of hand-drawn batik. Using a qualitative case study approach combined with Standpoint Theory, this study argues that batik making for women is not merely an economic activity, but also a medium for cultural transmission and challenging patriarchal norms. The role of the Sido Mukti batik group emerges as an important mediator in communication and economic aspects, with the process of intergenerational knowledge transfer beginning in childhood, and the specific challenges of competition from printed batik being an important point in this study. Data obtained from interviews and observations show how women transform their domestic identities into cultural leadership in the public sphere, despite being hindered by systematic gender barriers. It is hoped that the results of this study can provide a comprehensive interpretation of women’s contributions to the preservation of hand-drawn batik culture. These findings are intended as a reference for efforts to empower women and preserve traditional culture in Indonesia.

Under the Western eyes: Representation of cultural difference in 19th century French travel writing on the Dutch East indies

Andi Mustofa — 2025-11-14

The 19th century as the peak period of colonization and the golden period of Western travel writing creates a complex context in intercultural interactions and representations of foreign cultures. The travel writing highlights the interactions of Western explorers with cultural diversity and the dynamics of power in intercultural relations. The research aims to analyze the representation of cultural difference and intercultural power relations reflected in 19th century French travel writings. The travel writings used are Voyages autour du monde et naufrages célèbres by Gabriel Lafond de Lurcy (1843) and Un Séjour dans l'île de Java (1898) by Jules Leclercq. Grounded in Said’s theory of Orientalism, the research shows that representations of cultural difference were shaped by narratives of othering and ethnocentrism, and that intercultural encounters reflected unequal power relations that sustained Western dominance. In this context, 19th century French travel writings reinforced the discourse of orientalism and ethnocentrism, with representations of the East serving as a tool to sustain Western dominance and superiority. This study contributes to the understanding of how 19th century European literary narratives participated in cultural hegemony.

Écriture Féminine as subversion: Reclaiming agency in Javanese historiography through TUTUR DEDES: doa dan kutukan

Moh. Faiz Maulana — 2025-11-14

This article examines the use of écriture féminine—a feminist writing practice that foregrounds women’s bodily experience and subjective voice—in Amalia Yunus’ novel Tutur Dedes: Doa dan Kutukan as a form of resistance against androcentric literary discourse. The novel challenges conventional stereotypes by portraying Dedes not as a passive object of male desire but as an active historical and political agent engaged in shaping social change. Through strategies such as first-person narration, symbolic representations of birth and motherhood, and the reclamation of female corporeality, the narrative confronts patriarchal constraints that have long defined women’s roles in literature. In this context, écriture féminine functions as a subversive practice that destabilizes what Cixous calls “phallogocentric structures”—systems of thought privileging male-centered logic—while simultaneously enabling women to reclaim their voices and identities. Likewise, the study employs Mignolo’s concept of “epistemic disobedience,” understood here as the deliberate act of resisting dominant frameworks of male-centered knowledge, to show how Yunus’ text reconfigures cultural memory. By reimagining Dedes as a figure of intellectual and political agency, the novel disrupts the androcentric canon that often marginalizes women as secondary characters. This study argues that Tutur Dedes: Doa dan Kutukan not only redefines female representation through narrative form and thematic symbolism but also contributes to a broader feminist discourse by demonstrating literature’s capacity to act as a site of resistance and transformative critique across cultural and disciplinary boundaries.

Rhetorical moves in Indonesian’ students research proposal introductions: A corpus-based genre analysis using the CARS model

Yogi Samsi — 2025-11-14

This study addresses a critical gap in genre analysis by examining the rhetorical moves in the introductions of research proposals written by Indonesian undergraduate students. Adopting a corpus-based genre analysis approach, this research applies Swales's (1990) Create-A-Research-Space (CARS) model as its analytical framework. The corpus consists of 30 texts. While the analysis confirms the presence of Move 1 (Establishing a Territory) and Move 3 (Occupying the Niche), the most striking finding is the near-total absence of Move 2 (Establishing a Niche) in the students' writing. This result suggests that students lack the rhetorical skills to identify a gap in existing literature. The study argues that this deficit is a significant pedagogical issue, not a mere reflection of the small corpus size. The findings underscore a need for EAP instruction to focus more on teaching students how to critically engage with literature and articulate a research gap. This research offers valuable insights for curriculum development and teaching strategies aimed at improving students' academic writing skills.

Ideology and meaning in ritual lexicons: A dialectical eco-linguistic analysis of the Teing Hang Woja text in the Manggarai speech community

Gabriel Fredi Daar — 2025-11-14

Ritual language in Manggarai holds profound cultural-ecological significance, as it encodes collective values, environmental wisdom, and human–nature interdependence. Yet, despite eco-linguistic concerns over how language shapes and reflects ecological relationships, the lexicons of Teing Hang Woja have not previously been examined through this perspective. This study aims to describe the ideology and meaning of lexicons used in the ritual text of the teing hang woja in the speech Community of Manggarai, Flores Indonesia. This study also aims to describe the shift in the lexicons in the text as a result of changes in people's social activities. This is qualitative research with a phenomenological approach. Data were collected through interviews, participative observation, and Focus Group Discussion. Ten key informants were selected for interviews and FGD needs with several criteria. The results showed that the lexicons in the ritual text of teing hang woja contained the ideology of asking for an abundance of water, smoothness, and success of the agricultural process which were closely related to the socio-cultural conditions of the people as farmers. However, along with the social development of the community, the ideology contained in the text then expanded to other aspects such as the pleading for the success of the livestock business, education, and public health of the speakers. Meanwhile, the meaning contained in the text is more about stylistic meaning, affective meaning, social and reflective or spiritual meaning. The lexical analysis in Teing Hang Woja text not only provides insights into Manggarai's cultural ecology but also enriches eco-linguistic studies, emphasizing the importance of understanding language in efforts to safeguard ecological sustainability.

Narrating power: Hunting and state formation in Malay and Old Javanese texts—a comparative philological critique

Riqko Nur Ardi Windayanto — 2025-11-14

This study aims to reveal the articulation of state formation as depicted in Hikayat Raja-Raja Pasai and Ādiparwa by examining the hunting events narrated in both texts. By employing the narratology to analyze the events comparatively, this study finds that in the Malay Hikayat, the hunting carried out by Raja Ahmad and Merah Silu (Sultan Maliku’l-Saleh) is incidental, as instead of encountering animal as the primary target, they encounter other objects, directly signifying the formation of a state—namely genealogy and the city/palaces founding as a form of territorialization. Meanwhile, in the Ādiparwa, the hunting is not incidental; the actors do encounter their game (deer), but it results in a curse and death. Nevertheless, hunting articulates genealogy and rituals demonstrating the grandeur of the state. The Malay text originates from the 14th century Sultanate of Samudera-Pasai and was written to justify the relocation of the capital to Pasai for security and defense. In contrast, the Old Javanese text was written in the 10th century under the patronage of Dharmawangśa Tĕguh, aiming to build a myth of descent as a form of political cultural capital. This study contributes to decolonial practice by challenging Geertz's notion that ignores the significance of manuscript. Otherwise, this study sheds light that hunting in the texts is not merely the relation between the king and the game, but discursively also Shapes the political symbol regarding the understanding the historiography of state formation in Southeast Asia. However, as both texts belong to court literature, they tend to reflect elite perspectives and may overlook subaltern voices. Therefore, cross-source analysis and corroboration are necessary to strengthen our understanding of state formation in Indonesia and Southeast Asia.

Capitalist exploitation and animal ethics in water for elephants: A Marxist and utilitarian perspective

Umul Fajar Khoiriah — 2025-11-14

In early 2025, numerous cases of human rights violations in the circus industry emerged in Indonesia, bringing public attention to the exploitation of both workers and animals. This study explores the portrayal of exploitation in Francis Lawrence’s Water for Elephants through Karl Marx’s theory of labor exploitation combined with the animal ethics perspective of Singer and Regan, presenting an insightful dual perspective in film analysis. This qualitative research employs a literature study method, analyzing scenes, dialogues, and visual elements of the film. The findings reveal that Water for Elephants portrays various indicators of exploitation: hazardous work conditions, low wages, lack of healthcare access, abuse, and poor living conditions. These conditions reflect capitalist-driven oppression for profit maximization in circus environments. The study concludes that the movie serves as a critical commentary on the ethical implications of labor and animal rights violations, reinforcing the need for broader societal awareness and reform in the treatment of both humans and animals in entertainment sectors.

A cross-cultural study of ostensible invitations in English and Indonesian: Linguistic and pragmatic perspectives

Hendar Hendar — 2025-11-14

This study investigates ostensible invitations in English and Indonesian from a cross-cultural perspective, focusing on their linguistic forms and pragmatic functions. Ostensible invitations—offers made without a genuine expectation of acceptance—are examined through naturally occurring conversations, role-play data, and discourse analysis. The study draws on politeness theory, speech act theory, and high- vs. low-context cultural frameworks to explore how indirectness, formulaic expressions, and contextual cues convey non-literal intent. In English, ostensible invitations often employ vague or non-committal phrasing to minimize imposition and protect negative face, such as “We should get together sometime.” In Indonesian, they frequently appear in culturally prescribed forms like Main ke rumah kapan-kapan (“Come to my house sometime”), functioning to maintain social harmony (kerukunan) and express positive politeness. Findings reveal that while both languages use ostensible invitations to manage interpersonal relationships, their underlying motivations and interpretive cues differ due to contrasting cultural values, such as individualism in English-speaking contexts and collectivism in Indonesian society. The research highlights implications for intercultural communication, language teaching, and translation, aiming to reduce misunderstandings caused by differing pragmatic norms.

Language and communication strategies for climate change engagement among Indonesian millennials and gen z

Putri Bunga Yossilia Putri — 2025-11-14

This study examines how language and communication strategies can influence the perception and response of Gen-Millennials and Gen-Z towards climate change issues in Indonesia. Using a quantitative survey method, data were collected from 127 respondents consisting of 77 Gen-Z and 50 Gen-Millennials, and presented concisely and structured through frequency tables and illustrative diagrams. The data analysis process was carried out through several stages, namely descriptive analysis, inferential analysis, and then interpreting the findings. The findings show that the intensity of social media use from Gen-Millennials is more often aimed at seeking information than Gen-Z which is only for entertainment, the result is that Gen-M interacts more often with climate change issues than Gen-Z, although both still consider it important. Furthermore, persuasive technical terms have the potential to increase the motivation of both generations to be directly involved in climate change action. This study highlights the need for targeted communication strategies to increase public awareness and engagement on climate change issues. These findings enrich approaches to language teaching and intercultural training, particularly in the context of environmental education, broaden understanding of intergenerational communication styles in environmental advocacy, and provide practical insights for developing impactful campaigns tailored to generational preferences, thereby contributing to the success of climate advocacy efforts in Indonesia.

The erosion of tradition in an age of globalization: Cultural hybridity and marginality in contemporary Yorùbá films

Ifeoluwa Akinsola — 2025-11-14

Yorùbá films have developed over time owing to westernisation and technological advancements. Due to this development, contemporary Yorùbá films are easily accessible through the internet and social media. However, the cultural contents of these films remain questionable due to influences from the western world. Studies have identified the portrayal of Yorùbá culture, history and folklores in Yorùbá films with less emphasis on the way contemporary Yorùbá films have hybridised various cultures and possibly marginalised the Yorùbá culture as a result of westernisation and civilisation. The qualitative research approach, using document analysis was therefore adopted to examine cultural hybridity and marginality in contemporary Yoruba films. Four purposively selected films (Jagunjagun, Anikulapo, Agesinkole, and Elesin-Oba) constituted the texts analysed thematically and interpreted using the theories of Cultural Hybridity and Cultural Marginality. Findings revealed that the selected films portray the hybridisation of Yorùbá culture with other cultures, while marginalising the Yorùbá culture in many cases. The paper argued that the film-makers’ quest for global acceptance and profit making are responsible for these hybridisation and marginalisation. Therefore, economy is at the centre of movie-making in Nigeria, irrespective of the cultural interest of both the film-makers and the audience.

Intersectional oppression of women in Season of Migration to the North: A Comparative analysis of Sudanese and British female characters

Adiba Qonita Zahroh — 2025-11-14

Women’s oppression remains a critical global issue, as reflected in Tayeb Saleh’s “Season of Migration to the North”. This study examines the intersecting dimensions of oppression faced by the novel’s female characters, employing Sean Ruth’s (1988) theory of oppression—physical, psychological, internalized, and economic—and Kimberlé Crenshaw’s (1989) theory of intersectionality (the idea that overlapping identities such as gender, race, and culture create distinct forms of disadvantage). It also attends to “double colonization,” namely women’s simultaneous subjection to colonial power and to local patriarchal control. The purpose of this research is to analyze how the novel portrays systemic oppression through the experiences of both black Sudanese and white British women by focusing on how intersecting identities amplify their marginalization. A qualitative descriptive method was applied through close reading and analysis of key passages to identify evidence of oppression and its broader societal implications. The results reveal that black Sudanese women, such as Hosna Bint Mahmoud, endure compounded oppression driven by cultural norms, religious interpretations, and economic dependency. In contrast, British women experience gendered violence and manipulation despite their racial privilege within colonial hierarchies. The novel’s distinctive contribution to postcolonial feminist discourse lies in its exposure of a paradox: acts framed as resistance to colonial dominance can reproduce patriarchal harm; and this shows that power circulates across multiple domains rather than along a single axis. In conclusion, this study highlights how “Season of Migration to the North” critiques patriarchal and colonial dominance by offering a comprehensive understanding of how overlapping systems of power shape women’s experiences in postcolonial contexts.