PERFORMANCE OF METAFUNCTIONAL STRATEGIES AND INTERSEMIOTIC RELATIONS IN MULTIMODAL PERSUASIVE PRESENTATIONS BETWEEN NOVICE AND PROFESSIONAL MARKETERS

Marsakawati, N. P. E. 2019. Performance of Metafunctional Strategies and Intersemiotic Relations in Multimodal Persuasive Presentations between Novice and Professional Marketers. Dissertation. English Language Education. Post Graduate Program. Promotor: Prof. Dr. Januarius Mujiyanto, M.Hum., Co-Promotor: Dra. Helena I.R. Agustien, M.A., Ph.D., Member Promotor: Puji Astuti, S.Pd., M.Pd., Ph.D. Key words: multimodal presentation, metafunction, gesture, novice, professional. The study aimed at analyzing metafunctional strategies performed by a novice and a professional marketer through language and gestures in multimodal persuasive presentations. The intersemiotic relations between language and gestures employed by these two marketers were also analyzed. The study used a qualitative case study with the help of videography. There were two video data used as main sources of data. To triangulate data, non-participant observation was also conducted. The data were analyzed using ten steps: 1) transcribing data manually, 2) analyzing the clauses produced by the two marketers, 3) classifying the clauses into Process, Participants, and Circumstances, 4) classifying the clauses into Attitude, Engagement, and Graduation, 5) classifying the clauses into Topical Theme, Interpersonal Theme, and Textual Theme, 6) classifying gestures into indexical, presenting, and representing actions, 7) classifying gestures into Process, Participants, and Circumstances, 8) classifying gestures into Attitude, Engagement, and Graduation, 9) classifying gestures into specificity and directionality, and 10) classifying gestures into parallel intersemiosis and polysemy intersemiosis. The results of the study demonstrated that the professional marketer used more effective metafunctional strategies through language and gesture than the novice marketer. In addition, the professional marketer also used more semiotic relations than the novice marketer. In so doing, the professional marketer could produce a more rigid structure of persuasive text. These research findings showed evidence that there was a huge gap between the performance of the novice and the professional marketer in conveying meanings through language and gestures in multimodal persuasive presentations. This study might suggest English lecturers to familiarize students with specific language features and gestures to compose powerful multimodal persuasive texts.