Negotiating Mandar Cultural Identity in Instagram Business Usernames: A Socio-Onomastic Analysis in West Sulawesi
Keywords:
socio-onomastics, Mandar language, Instagram usernames, word formations, digital brandingAbstract
This study investigates how local linguistic resources are strategically mobilized in Instagram business usernames used by entrepreneurs in West Sulawesi within a socio-onomastic framework. Based on a qualitative morphological analysis of 60 usernames from Mandar-oriented digital communities, the findings show a clear dominance of hybrid structures, accounting for 57 cases. Only three usernames represent single-structure forms, consisting of one simplex form, one compounding, and one derived form. The hybrid structures frequently combine Mandar lexical bases with Bahasa Indonesia and English commercial descriptors, creating linguistically mixed forms that reflect both cultural identity and market focus. These patterns show that username formation goes beyond simple identification, operating as a strategic branding tool through which local linguistic elements generate symbolic and commercial meaning. The dominance of hybrid structures reflects a deliberate balance between Mandar identity markers and globally recognizable commercial terms. This pattern shows hybridization as a consistent naming strategy shaped by branding goals, audience focus, and platform features such as usernames uniqueness and search visibility. Situated between commercial onomastics and digital language practice, this study contributes to discussions on minority language visibility in digital commercial spaces, showing how Mandar linguistic resources remain active and adaptable in today’s multilingual business environments. This case from Eastern Indonesia highlights how regional languages actively participate in shaping digital commercial identities.
References
Ai, B., Shen, J., & Li, L. (2026). Affective atmospheres, culture, and commodified translanguaging: Decoding Chinese small and micro entrepreneurs’ naming strategies from the perspective of linguistic landscapes. Current Issues in Language Planning, 1–21. https://doi.org/10.1080/14664208.2026.2642896
Ainiala, T., Saarelma, M., & Sjöblom, P. (2012). Names in focus: An introduction to Finnish onomastics. Suomalaisen Kirjallisuuden Seura. https://doi.org/10.21435/sflin.17
Akun, A. (2022). Navigating diversity in plural Indonesia: Problems and prospects of multicultural literature for English department students. Lingua Cultura, 16(2), 205–213. https://doi.org/10.21512/lc.v16i2.7697
Al-Jarf, R. (2022). Dominance of foreign shop names over Arabic names in Saudi Arabia: Promotional, sociocultural, and globalization issues. International Journal of Middle Eastern Research, 1(1), 33–43. https://doi.org/10.32996/ijmer
Amanda, G. P. S. R., & Handayani, W. R. (2025). Gender-based food stereotypes in Master Chef Australia’s dessert naming: A socio-onomastic corpus analysis. Lensa: Kajian Kebahasaan, Kesusastraan, dan Budaya, 15(1), 158–173. https://doi.org/10.26714/lensa.15.1.2025.158-173
Aminov, F. K. (2026). The role of multimodal components on social network communication. Advances in Science and Humanities, 2(2), 18–23. https://doi.org/10.70728/human.v02.i02.005
Androutsopoulos, J. (2017). Online data collection. In M. Meyerhoff & E. Schleef (Eds.), Data collection in sociolinguistics (pp. 233–244). Routledge.
Artawa, K., Mulyanah, A., Atmawati, D., Paramarta, I. M. S., Satyawati, M. S., & Purnawati, K. W. (2023). Language choice and multilingualism on restaurant signs: A linguistic landscape analysis. International Journal of Society, Culture and Language, 11(3), 258–271. https://doi.org/10.22034/ijscl.2023.2007382.3106
Biró, E. (2021). Speak global, sell local? Digital linguistic landscape of local small businesses in social media. Acta Universitatis Sapientiae, Philologica, 13(2), 177–193.
Blommaert, J. (2010). The sociolinguistics of globalization. Cambridge University Press. https://doi.org/10.1017/CBO9780511845307
Blommaert, J. (2013). Ethnography, superdiversity and linguistic landscapes: Chronicles of complexity (Vol. 18). Multilingual Matters. https://doi.org/10.21832/9781783090419
Bodi, M. I. K. (2010). Kamus Besar Bahasa Mandar–Indonesia. Zada Haniva.
Bourdieu, P. (1991). Language and symbolic power. Harvard University Press.
Deng, Q., Hine, M. J., Ji, S., & Wang, Y. (2021). Understanding consumer engagement with brand posts on social media: The effects of post linguistic styles. Electronic Commerce Research and Applications, 48, 101068. https://doi.org/10.1016/j.elerap.2021.101068
Ekawati, R., Puspitasari, D., & Ayuningtias, D. I. (2023). The linguistic landscape of religious tourism destination in Bangkalan, Madura: Functions and identity representation. Jurnal Arbitrer, 10(1), 86–96. https://doi.org/10.25077/ar.10.1.86-96.2023
Giyatmi, & Astuti, P. I. (2023). Address terms used in discount account found in Instagram. Humanika, 30(2), 247–258. https://doi.org/10.14710/humanika.v30i2.59603
Gustiani, S., Ridhwan, M., & Yusri, Y. (2022). The impact of English on products branding in a non-speaking English area: Customers’ perception. Edukasi: Jurnal Pendidikan Dan Pengajaran, 9(1), 34–50. https://doi.org/10.19109/ejpp.v9i1.10499
Hashem, T. N., Al-Qeed, M., & Qtaish, R. M. (2024). Brand linguistics: The influence of using local terminology through social media in marketing products on customers’ purchase behavior. Journal of System and Management Sciences, 14(2), 291–309. https://doi.org/10.33168/JSMS.2024.0218
Harahap, R. A., Butar-Butar, M., Guci, D. A., Novita, H., Jamaluddin, J., & Hutagaol, J. (2024). Pendampingan pembuatan akun Instagram bisnis dalam menumbuhkan minat kewirausahaan bagi siswa/i SMA Swasta Karya Utama Medan. Medani: Jurnal Pengabdian Masyarakat, 3(2), 36–40. https://doi.org/10.59086/jpm.v3i2.527
Iye, R., Simpen, I. W., Sedeng, I. N., Netra, I. M., Said, I. M., & Abida, F. I. N. (2023). Language contextualization in public space in Maluku Province: A landscape linguistics study. Cogent Arts & Humanities, 10(1), Article 2247648. https://doi.org/10.1080/23311983.2023.2247648
Jaelani, J. (2020). Semiotika kota: Pertarungan ideologis di ruang urban. Cantrik Pustaka.
Karpenko, O., & Neklesova, V. (2023). Ukrainian onomastic identity across 15 years (2006–2021). Names, 71(4), 65–73. https://doi.org/10.5195/names.2023.2600
Khazanah, D., Kusumaningputri, R., Sampurna, H., Setiarini, R., & Anam, S. (2023). The ‘Face’ of Indonesian cosmetics: Investigating language choices in local brand advertisement boards and consumers’ preferences. Indonesian Journal of EFL and Linguistics, 8(1), 55–66. https://doi.org/10.21462/ijefl.v8i1.579
Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5–20. https://doi.org/10.1023/A:1008184423824
Kurniawan, F., Srigati, B., & Rahmayanti, D. R. (2022). Strategi pemanfaatan Instagram sebagai media komunikasi pemasaran digital pada akun Instagram @enowcustom. Massive: Jurnal Ilmu Komunikasi, 2(1), 27–37. https://doi.org/10.35842/massive.v2i1.65
Liao, C., & Chan, B. (2024). Coffee shop-naming practices in Shanghai. Chinese Semiotic Studies, 20(4), 577–595. https://doi.org/10.1515/css-2024-2028
Liuliang, Q. (2026). Constructing identity through coffee naming: locality, globalisation and social meaning in multilingual Singapore. International Journal of Multilingualism, 1–19. https://doi.org/10.1080/14790718.2026.2642393
Liu, G., & Ma, C. (2024). English in a rural linguistic landscape of globalizing China: Language commodification and indigenous resistance. English Today, 40(1), 62–69. https://doi.org/10.1017/S0266078423000135
Luo, Y., & Ma, J. (2021). The linguistic landscape of Zhuhai: A study of the use of English signs in public places. International Journal of Linguistics, Literature and Translation, 4(9), 77–89. https://doi.org/10.32996/ijllt.2021.4.9.9
Maharani, S. A. I., Artawa, K., Puspani, I. A. M., & Purnawati, N. K. W. (2025). Linguistic landscape of tourism destinations in Gianyar, Bali. International Journal of Current Science Research and Review, 8(1), 19–25. https://doi.org/10.47191/ijcsrr/V8-i1-03
Mansoor, S. S., Hamzah, N. H., & Shangeetha, R. K. (2023). Linguistic landscape in Malaysia: The case of language choice used in signboards. Studies in English Language and Education, 10(2), 1062-1083. https://doi.org/10.24815/siele.v10i2.28338
Mendoza, A., & Bernardo, A. (2024). Language features and language ideologies in Philippine tourism landscapes: The case of Baguio City and San Juan La Union. Lingua Cultura, 18(2), 263–275. https://doi.org/10.21512/lc.v18i2.12423
Moehkardi, R. R. D., Muliawati, N., & Kurniawan, H. (2025). Indonesians’ perceptions of fully and hybrid English brand names: A survey-based study. Notion: Journal of Linguistics, Literature, and Culture, 7(1), 67-84. https://doi.org/10.12928/notion.v7i1.12653
Muthalib, A. (1997). Kamus Bahasa Mandar. Universitas Hasanuddin.
Nadhila, S., & Jamil, K. (2024). Peran Instagram dalam pemasaran alat kecantikan pada akun @missglam_id. Jurnal Sosial Budaya, 21(1), 23–31. https://doi.org/10.24014/sb.v21i1.29827
Nambu, S. (2024). English signage shaping Tokyo’s mosaic cityscape: The roles of English in the linguistic landscape. English Today, 40(3), 194–200. https://doi.org/10.1017/S0266078424000142
Ompusunggu, D. P., & Saputri, S. A. (2023). Pemanfaatan Instagram sebagai media promosi kosmetik Hi.Makeup di kota Palangkaraya. Knowledge: Jurnal Inovasi Hasil Penelitian dan Pengembangan, 3(2), 102–108. https://doi.org/10.51878/knowledge.v3i2.2265
Permana, I. P. H., & Sutedja, I. D. M. (2021). Analisis perilaku pengguna akun kedua di media sosial Instagram. Jurnal Inovasi Penelitian, 2(4), 1195–1204. https://doi.org/10.47492/jip.v1i4.838
Permana, I. P. H., & Pratiwi, N. K. A. N. (2021). Penggunaan media sosial Instagram sebagai media pemasaran bisnis kuliner pada komunitas online @deliciousbali. JUSTBEST: Journal of Sustainable Business and Management, 1(1), 12–18. https://doi.org/10.52432/justbest.1.1.12-18
Qudeisat, L., & Rababah, L. (2021). A linguistic landscape study of shop signs in the northern part of Jordan. Multicultural Education, 7(11), 538–548. https://doi.org/10.5281/zenodo.5759974
Rababah, M. A., Rababah, L. M., Abumelhim, M. H., Abu-Melhim, A. R., & Rababah, K. A. (2023). Interdisciplinary investigation of naming practices of cafes signages in Jordan. GEMA Online Journal of Language Studies, 23(4). https://doi.org/10.17576/gema-2023-2304
Setiari, N. K. A. W., & Utami, N. M. V. (2024). Flavorful words: The analysis of linguistic landscape on restaurant menus in Pererenan and Canggu. Lingua Cultura, 18(2), 155–163. https://doi.org/10.21512/lc.v18i2.12193
Shahlee, S., & Ahmad, S. (2022). Morphological processes of social media neologisms. Development in Language Studies, 2(1), 19–29.
Siame, P., Muleya, S., & Chisenga, R. P. A. (2025). An onomastic analysis of shop names: A case of Manyama Market in Zambia. Linguistic Exploration, 2(1), 78–92. https://doi.org/10.55121/le.v2i1.459
Silviyanti, T. M., Yusuf, Y. Q., & Akmal, S. (2024). From words to wealth: Decoding the language markers and compositions of shop names in Banda Aceh. Humanities, Arts and Social Sciences Studies, 24(3), 673–688. https://doi.org/10.69598/hasss.24.3.267548
Sriyanto, Y. P., & Fatimah, D. N. (2021). Pemanfaatan Instagram sebagai media bisnis online akun Gwetnic Jogja (Studi deskriptif kualitatif mengenai aktivitas komunikasi pemasaran online Gwetnic melalui WhatsApp dan Instagram). MASSIVE: Jurnal Ilmu Komunikasi, 1(1), 54–66. https://doi.org/10.35842/massive.v1i1.15
Sofyan, A. N., Nur, T., & Kurnia, E. (2024). Akronim dalam media sosial: Suatu kajian morfologis. Journal of Linguistic Phenomena, 2(2), 36–41. https://doi.org/10.24198/jlp.v2i2.50973
Sutisna, S., & Rustandi, T. (2023). Brand name language: Is it true that foreign brand names are more qualified, luxurious and modern? International Review of Management and Marketing, 13(3), 9–15. https://doi.org/10.32479/irmm.14231
Szymańska, M. (2025). Linguistic creativity on digital platforms: Exploring neologism motivation on social media. Language and Dialogue, 16(1), 30–48. https://doi.org/10.1075/ld.00218.szy
Taqiyyudin, M. A., & Moehkardi, R. R. D. (2023). The word-formation processes and semantic relations of compound words in National Geographic magazine articles. Lexicon, 10(2), 95–107. https://doi.org/10.22146/lexicon.v10i2.81516
Van Leeuwen, T. (2023). Social semiotics and multimodality. In J. Simpson (Ed.), The Routledge handbook of applied linguistics (pp. 320–336). Routledge.
Wainira, M. A., Liliweri, Y. K., & Mandaru, S. S. (2021). Pemanfaatan Instagram sebagai media komunikasi pemasaran dalam membangun brand image. Jurnal Communio: Jurnal Jurusan Ilmu Komunikasi, 10(2), 138–148. https://doi.org/10.35508/jikom.v10i2.3609
Windayanto, R., & Kesuma, T. (2023). Nama-nama kafe di Malang Raya: Bentuk, makna, dan refleksi sosiokultural. Linguistik Indonesia, 41(1), 1–20. https://doi.org/10.26499/li.v41i1.369
Wiyana, T., Bendesa, I. K. G., & Tomahuw, R. (2021). Onomastics and branding for culinary tourism: Evidence of soto traditional culinary. TRJ Tourism Research Journal, 5(1), 69–77. https://doi.org/10.30647/trj.v5i1.108
Ya'u, M. S., & Muhammad, M. (2025). Name tags and net tags: Investigating username construction as identity markers among Nigerian TikTok creators. Language, Technology, and Social Media, 4(1), 36–53. https://doi.org/10.70211/ltsm.3026-7196.187
Yule, G. (2017). The study of language. Cambridge University Press.
Yusuf, K., & Putrie, Y. E. (2022). The linguistic landscape of mosques in Indonesia: Materiality and identity representation. International Journal of Society, Culture and Language, 10(3), 1–20. https://doi.org/10.22034/ijscl.2022.550006.2570
Zhong, J., & Wei, H. (2023). An exploration of the time element in the linguistic landscape and reconstructing culture: The case of Langtou Village in China. International Journal of Linguistics, Literature and Translation, 6(4). https://doi.org/10.32996/ijllt.2023.6.4.12
Zulfugarova, N., Yüksel, A. C., Kurtuluş, S., & Akturan, U. (2025). Beyond words: A cross-cultural comparative study on brand naming strategies and sound symbolism. Journal of International Consumer Marketing, 1–17. https://doi.org/10.1080/08961530.2025.2594791
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Dhila Damayanti, Rio Moehkardi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
USER RIGHTS
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)
