LEXICAL COHESION ON THE PODCAST “ANCAMAN TIKTOK SEBENARNYA, UMKM?" BY RAYMOND CHIN IN YOUTUBE.COM

Abstrak

The rapid advancement of digital technology has given rise to diverse new forms of discourse, one of which is podcast content distributed through YouTube. This study aims to describe the types of lexical cohesion employed in the transcript of Raymond Chin's podcast titled "Ancaman TikTok Sebenarnya, UMKM?" uploaded on September 18, 2023. The theoretical framework applied is Halliday & Hasan's (1976) lexical cohesion model, which classifies lexical cohesion into two major categories: reiteration and collocation. Reiteration itself encompasses four subcategories, namely repetition, synonymy or near-synonymy, superordinate, and general words. A descriptive qualitative method was employed, with data collected through non-participatory observation and systematic note-taking of relevant lexical items from the transcript. The selection of this particular episode was motivated by three primary factors: the actuality of the topic, the significant economic impact of TikTok Shop's closure on Indonesian UMKM, and the absence of prior linguistic research examining this specific podcast episode. The analysis reveals that out of 77 identified instances, repetition dominates at 72.73%, followed by collocation at 18.18%, superordinate at 6.49%, synonymy at 2.6%, and general words recording 0% occurrence. These findings indicate that Raymond Chin's linguistic strategy relies predominantly on lexical repetition as the primary device for constructing unity and coherence within his digital discourse, while simultaneously rendering complex economic arguments more accessible and comprehensible to a broad audience.