NEGOTIATING UANG PANAI': A PRAGMATIC ANALYSIS OF POLITENESS STRATEGIES IN BUGIS-MAKASSAR MARRIAGE PROPOSALS

Abstract

This study examines pragmatic strategies in uang panai’ negotiations within Bugis-Makassar society through the lens of the Politeness Principle. The research aims to identify types of implicature and politeness strategies employed in negotiation discourse and to analyze how these strategies reflect and maintain social harmony, while also revealing underlying power relations. A qualitative descriptive approach was applied, with data collected through documentation from online news articles and relevant academic literature. The data were analyzed using Leech’s Politeness Principle, focusing on six maxims: tact, generosity, approbation, modesty, agreement, and sympathy, alongside thematic analysis procedures. The findings reveal that politeness strategies are dominantly used to mitigate potential conflict, preserve interpersonal relationships, and uphold cultural values in negotiation contexts. Indirect expressions and implicatures play a crucial role in conveying sensitive issues such as financial expectations and social status without causing offense. However, the study also identifies instances of maxim violations, indicating a shift in meaning where uang panai’ is increasingly perceived as an economic burden rather than a symbol of respect and appreciation. Furthermore, the results demonstrate that language use in negotiations is closely tied to social hierarchy, power relations, and ideological constructs, where politeness strategies may simultaneously maintain harmony and reproduce inequality. This study contributes to the field of pragmatics by integrating implicature analysis, politeness theory, and critical discourse perspectives, offering a more comprehensive understanding of language use in culturally embedded negotiations. The findings highlight the dynamic interplay between language, culture, and social structure, emphasizing the need to balance traditional values with contemporary socio-economic realities.