Political Language Humorization on TikTok: A Pragmatic Study of the "MBG Mas Bahlil Ganteng" Phenomenon

Abstract

rise to complex forms of linguistic creativity that remain underexplored from a pragmatic perspective, particularly in the Indonesian digital context. This study aims to describe the forms of language humorization, analyze meaning transformation, and explain the social functions of netizen digital culture regarding the viral song "MBG" on TikTok. Using a qualitative descriptive method with a pragmatic approach, this study analyzed 50 linguistic units selected via purposive sampling from TikTok comments in May 2026. Data were collected through non-participatory observation and note-taking, validated by theoretical triangulation. The results reveal four main patterns: (1) hyperbolic praise based on identity contrast between local figures and global pop idols; (2) irony and sarcasm as covert sociopolitical criticism by flouting the maxims of quality and relevance; (3) linguistic creativity and meme culture through creative acronyms; and (4) netizen interpretation dominated by strong cognitive internalization into daily activities (42%). This study concludes that TikTok's comment section has transformed into a complex, participatory arena for meaning negotiation, where humor serves as a pragmatic strategy to indirectly express criticism, opinions, and group solidarity. These findings contribute to the development of pragmatic theory by demonstrating how flouting maxims and creative language function as tools of digital resistance and social bonding within Indonesian netizen culture.