EXPLORING PERSUASIVE LANGUAGE USED IN KARISSAEATS’S YOUTUBE FOOD BLOGGER: A SPEECH ACT ANALYSIS

Social media has developed from a space for information exchange into a powerful promotional medium, particularly for food bloggers who rely on persuasive language to shape audience perception and behavior. The linguistic strategies employed in food vlogs are capable of evoking emotional responses, stimulating curiosity, and even enhancing viewers’ appetite. Recognizing the significance of language choice in attracting and engaging audiences, this study investigates the use of persuasive language on KarissaEats’ YouTube channel. Adopting a qualitative research design, the study analyzes data collected through careful observation and transcription of selected videos using listening and matching techniques. The findings indicate three dominant types of speech acts: assertive, directive, and expressive. Assertive expressions function to deliver factual information through reporting and stating; directive expressions aim to prompt audience action through recommending or encouraging; and expressive expressions convey the speaker’s psychological stance, such as praising or expressing gratitude. Among these, expressive language emerges as the most frequently used strategy. The prevalence of casual, friendly, and non-imposing expressions suggests their effectiveness in fostering viewer engagement and increasing interest in the culinary recommendations presented. Furthermore, the findings offer pedagogical value, particularly as authentic materials for English language teaching contexts.