INVESTIGATING THE ROLE OF SLANG IN CONTENT COMMUNICATION ON JAMES’S YOUTUBE CHANNEL

HELLEN, VINKA FERNANDA (2026) INVESTIGATING THE ROLE OF SLANG IN CONTENT COMMUNICATION ON JAMES’S YOUTUBE CHANNEL. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACK This research, entitled “Investigating the Role of Slang in Content Communication on James’s YouTube Channel,” aims to explore the types and communicative functions of slang used by James in his English with James YouTube channel. As YouTube has become an influential platform for informal learning, content creators often employ informal language to engage audiences effectively. In this context, slang plays an important role in shaping interactional style, building rapport, and supporting the delivery of instructional content in an accessible and engaging manner. This study employs a qualitative descriptive approach using content analysis to examine linguistic patterns found in seven purposively selected videos. The videos were chosen based on the presence of conversational segments containing informal expressions relevant to the research focus. The analysis is guided by Allan and Burridge’s (2006) classification of slang, which includes Fresh and Creative, Flippant, Imitative, Acronym, and Clipping. To ensure research credibility, method triangulation was applied through observation, documentation, and theoretical comparison. The findings reveal that Imitative slang and Fresh and Creative slang are the most frequently used types, indicating James’s intention to simplify explanations and maintain a friendly, relatable teaching style. Functionally, slang is used to initiate relaxed conversations, express emotions or impressions, and build intimacy with viewers. These results support Howard Giles’s Communication Accommodation Theory, which explains how speakers adjust their language to align with their audience in order to reduce social distance and enhance communication effectiveness. Keywords: Slang, Communication, YouTube.

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