STRUKTURAL (Seminar on Translation, Applied Linguistics, Literature, and Cultural Studies)

Vol 1 No. 01, November 2022

http://publikasi.dinus.ac.id/index.php/struktural/index

Appraisal Analysis of The Attitude Device in “The Deluxe Smart Mask Unboxing
and Review” Video by Kuya Buzz

Stefani Ernes Adisti1, Sri Mulatsih2

1
Universitas Dian Nuswantoro, Semarang, Indonesia
1
[email protected]
2
Universitas Dian Nuswantoro, Semarang, Indonesia
2
[email protected]

KEYWORDS ABSTRACT
appraisal analysis, This study is concerned with the analysis of interpersonal meaning and linguistic features
attitude device, through the lens of Appraisal theory. In more detail, the appraisal theory is focused on
new normal, one aspect in this study, notably the attitude device. As a result, the purpose of this study
review video, is to investigate the aspects of attitude that are realized in Kuya Buzz's video content
unboxing video. titled "Deluxe Smart Mask - Unboxing & Review: is it really Smart?" and to identify the
values contained in the attitude device using an appraisal system. In this research, the
theory of Martin and White (2005), which is based on Systemic Functional Linguistics,
was used. Moreover, this study also employs a descriptive qualitative method in
conjunction with a Discourse Analysis approach. Meanwhile, the research subject refers
to the transcript data collected by observing the content creator's utterances as they are
revealed in unboxing and review videos. Furthermore, this study discovered only two
attitude devices, Appreciation and Affect, while Judgment was not found in any
utterances. Affect is the emotional response to something or a phenomenon. Judgment
is dealt with the registration of evaluation and assessment towards behaviors of other
individuals. Appreciation is concerned with how people evaluate things or phenomena.
The researchers also discovered that the most dominant appraisal device used is
Appreciation. It indicates that the author's attitude is identified to be conveyed to the
audience during the unboxing and review of video content through the appraisal system.

INTRODUCTION

Linguistics is a branch of language studies that focuses on systematic investigations using scientific methods
to analyze the properties of specific languages as well as the characteristics of language in general. It covers
three broad areas of study, including language form, language meaning, and language in context (Martin et,
al., 1960). Systemic functional linguistics (SFL) is a field of linguistics that studies the language meaning and
it was developed by Halliday (1996) for more than 50 years ago. SFL takes a different approach to language,
focusing on language functions (what language does and how it does it) with a concentrate on text and
context, as opposed to Chomsky’s (1956) transformative generative grammar (TGG), which focuses on
structure. According to Halliday and Matthiessen (2004), there is a connection between experience and
interpersonal relationships and meaning, in which experiences and interpersonal relationships are converted
into meaning and meaning is converted into words. They (2004) also explain that the clause is comprised of
three distinct yet interrelated metafunctions: ideational, interpersonal, and textual. It should be highlighted
that each metafunction is dealt with a meaning, that each meaning is part of a different functional
configuration and represents a separate stand in the overall meaning of the clause.

The clause's interpersonal meaning is an interpretation of its function as an exchange (Halliday, 1994:68).
According to this theory, Interpersonal Metafunction is concerned with social relations and power

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Adisti, Stefani Ernes & Mulatsih, Sri, (2022). Appraisal Analysis of The Attitude Device in “The Deluxe Smart
Mask Unboxing and Review” Video by Kuya Buzz. STRUKTURAL (Seminar on Translation, Applied Linguistics,
Literature, and Cultural Studies). 1 (01), 427─435.

relationships among language users, and this function connects the situational roles of participants to the
resulting discourse. It refers to resources for analyzing interactions that revolve around who communicates
with whom, and it relates to the grammar choices that allow them to enforce their complex and diverse
interpersonal relationships. This point is supported by Gerot and Wignell's (1995:13) theory, which states
that interpersonal meaning is the meaning which expresses a speaker’s attitudes and judgements. These are
meanings for acting upon and with others. However, it should be noted that the grammatical system
associated with interpersonal meaning includes the terms Mood, Modality, and Polarity. Interpersonal
meaning is broadly defined as the use of language to interact with other people, to establish and maintain
relationships with them, to influence their behavior, to express one's own perspective on things in the world,
and to elicit or change theirs (Thompson, 1996: 28).

Discourse analysis is a branch of linguistics that studies how people use language. It focuses on the function
and use of language. Nur and Hadi (2017) agree on this point, stating that "it is the branch of applied
linguistics that deals with the examination of discourse attempts to find patterns in communicative products
as well as their correlation with the circumstances in which they occur, which are not explainable at the
grammatical level." Discourse analysis, in broad terms, is an applied linguistic study that investigates
communication products and correlations that occur in a language use that cannot be explained more
thoroughly at a specific grammatical level (Carter, 1993:23).

A definition of judgment is an interpersonal meaning system that focuses on the exploration, description,
and explanation of how language is intended to provide evaluations, embrace positions, construct textual
personas, and control positions and relationships (White, 2015). As a result, appraisal theory is concerned
with linguistic resources derived from speakers or even texts in order to bring, naturalize, and express
specifically (Wei et al., 2015; Tallapessy, 2015). This theory is specifically concerned with the means of
emotion, evaluation, and attitude, with fixed resources that position text proposals or explicitly and in
interpersonal propositions (Hadidi & Mohammadbagheri-Parvin, 2015; Young & Harrison, 2004). It has been
dealt with the meanings that vary the terms of the speaker's participation with their utterances, which motley
what is at stake in an interpersonal way in single utterances as well as as the texts stretch out cumulatively.
Ataxonomy-based appraisal theory includes three appraisal constellations: attitude, engagement, and
graduation (Martin and White, 2005). Attitude refers to the evaluation of an object, people, and feelings. The
attitude system focuses on how speakers express positive and negative feelings through the use of three
main semantic domains: affect, judgement, and appreciation. The emotive dimension of meaning is referred
to as affect. Characteristics and behaviors of a person are represented by a judgment. Appreciation is used
to evaluate objects or things. Engagement refers to a clause or type of clause that shows the writer's or
speaker's or listener's closeness. Graduation or Amplifying attitude refers to how the attitude is applied, and
it should be noted that the attitude is gradual (gradable).

Essentially, new digital media represents a media ecology in which more traditional media converge with
digital media, particularly interactive media and social communication media (James, et al 2008:12). In other
words, traditional media are being updated with new media that are equipped with digital technology, which
means that people are starting to encounter a new way of processing and disseminating digital information,
the internet, the World Wide Web, and even multimedia features. Along these lines, the YouTube platform
is listed as one of the new digital media platforms that allows its users to share their videos or simply enjoy
various videos uploaded by different parties (Holtz, 2006). It indicates that the new digital media allows
individual to disseminate information in the form of text, sound, images, or videos for public consumption.
In other words, users control the distribution and consumption of informative, entertaining, or persuasive
content disseminated through new digital media, particularly YouTube as a mass media. According to
Chaeroonny (2018), YouTube video content is becoming increasingly diverse, with one type being related to
cultural activities, such as news, gossip, sports, music, education, and consumption culture content. In
addition, he identified consumption culture as unboxing and product reviews, shopping content, and holiday

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Adisti, Stefani Ernes & Mulatsih, Sri, (2022). Appraisal Analysis of The Attitude Device in “The Deluxe Smart
Mask Unboxing and Review” Video by Kuya Buzz. STRUKTURAL (Seminar on Translation, Applied Linguistics,
Literature, and Cultural Studies). 1 (01), 427─435.

content. Unboxing videos are the most popular and viewed among the videos available on YouTube
(Chaithra, 2019). Chaitra then stated that the concept of an unboxing video is that a person unboxes a new
product, reviews it, and expresses his or her opinion about the product as an user. As a result, the focus of
this video is on new products on the market, such as electronic gadgets, mobile phones, clothing, and
accessories.

During the research process, the research team discovered several papers related to Appraisal analysis, such
as Kris Ardianto (2010) conducting research on “Appraisal System In Kurt Cobain's Suicide Letter.” The goal
of this study is to describe appraisal devices (attitude, engagement, and graduation) that are realized in Kurt
Cobain's suicide letter and to discover the meanings of the content contained within it. As a result, the
research subject in this study is Kurt Cobain's suicide letter, which was obtained from the internet. Then there
is Nina Setyaningsih and Anisa Larassati (2019) who published their study titled “Delving into Students'
Attitudes Toward the Teaching and Learning Process: An Appraisal Analysis of Course Review”. According to
the findings of this study, Affect is dealt with the students' emotional reactions and personal hopes for the
grammar classes, Judgment is concerned with the students' evaluation of the lecturer's teaching skills, and
Appreciation relate to the students' valuation of the lecturers and the importance of the grammar classes.
This study also suggests that the course review not only presents the students' contributions to the teaching
and learning process in the grammar class, but also depicts their skills to apply grammatical rules in writing.
Meanwhile, Hanna Latifani Daniarsa and Sri Mulatsih (2020) conducted a study titled “Appraisal Analysis Of
Tempo's And Kompas' Editorials On Papua Cases.” The goal of this study is to determine the types of appraisal
items used in Tempo's editorial "Misunderstanding Papua" and Kompas' editorial "Exodus and Urgent
Action," as well as to describe the differences between them in terms of appraisal. The study's findings show
that Tempo and Kompas have opposing ideologies when viewed through the lens of Appraisal theory, with
the research subject referring to Tempo's and Kompas' websites. Then, Iroh Magfiroh, Rama Dwika
Herdiawan, And Agus Rofi'i (2021) teamed up on a study titled “An Appraisal Analysis of Narrative Text from
the 11th Grade English Textbook.” This study reveals that the writer employs a higher affect to achieve the
communicative goals of the narrative text as well as for amusement and entertainment, as evidenced by the
feelings or emotions presented in the characters and events of the story, so that readers understand what
the writer means by their ideas in the story. Aside from allowing readers to engage in memory, the
distribution of attitudes in their texts, which consists of the use of basic English words and repetition, also
helps readers in understanding the story in the text.

Based on the data, previous studies on appraisal analysis frequently focused on books, song lyrics, news, and
even social interactions in daily life and learning activities. As a result, the researcher took the initiative to
conduct research using unboxing and review videos as research subjects. It is because the researchers have
found no research related to unboxing and reviewing video content in which the data is obtained from the
Youtube platform. Furthermore, previous research on this topic analyzed the appraisal system from all
angles, including Attitude, Engagement, and Graduation. However, due to time constraints, the researcher
limited the investigation of the appraisal system to one domain, notably Attitude.

In more detail, this article analyzes Kuya Buzz's video content titled Deluxe Smart Mask - Unboxing & Review:
Is it Really Smart? The researcher downloaded the video to be observed and then transcribed it, and the
transcription results were used by the research subjects. Furthermore, this study employs a discourse
analysis approach that draws on Martin and White's (2005) language evaluation theory, also known as
Appraisal Theory. Martin and White's (2005) theory is used as a framework in this research to analyze the
attitude devices realized in the unboxing and review video that is used as research subject, and to identify
the polarity contained in them so that the message that the content creator wants to convey is identified.
This research is expected to serve as a basis for learning and teaching in the fields of Systemic Functional
Linguistics and Discourse Analysis, particularly Appraisal Analysis, and to serve as a reference for future
research.

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Adisti, Stefani Ernes & Mulatsih, Sri, (2022). Appraisal Analysis of The Attitude Device in “The Deluxe Smart
Mask Unboxing and Review” Video by Kuya Buzz. STRUKTURAL (Seminar on Translation, Applied Linguistics,
Literature, and Cultural Studies). 1 (01), 427─435.

METHOD

Research Design

The descriptive-qualitative research method is used in this study. The goal of descriptive research is to
describe a phenomenon and its characteristics (Nassaji, 2015:129). While qualitative research is a holistic
approach that involves discovery, it also includes a specific purpose for describing, explaining, and
interpreting collected data. (William, 2007:67). This study also employs Martin and White's (2005) theory as
a framework.

Method of Data Collection

The research data is obtained in a series of steps. First, look for unboxing and review video content on the
YouTube platform. Then choose the video that will be used as the research subject; in this case, the
researcher chooses the video “Deluxe Smart Mask - Unboxing & Review: Really Smart?” that was uploaded
to the Kuya Buzz channel. Thirdly, visit the link address to transcribing the content creator's utterances to
assist the research.

Method of Data Analysis

The data is analyzed in the following steps:

1. Reading the entire transcript of the video material

The researcher read the entire transcript of the "Deluxe Smart Mask - Unboxing & Review: Really
Smart?" unboxing-review video. This step is executed in order for the researcher to comprehend the
context of the creator's content speech in the video.
2. Segmenting the sentences into clauses
The researcher segmented the sentences into clauses after reading the entire video transcript. The
researcher used the main characteristics of the clause in general to separate sentences into clauses,
in which the clause only consists of one verb. So, if a sentence has three verbs, it can be divided into
three clauses.
3. Identifying the attitude domain and its meaning in each clause
The researcher identifies the attitude domain and its meaning in each clause.
4. Classifying the types of attitude domains realized in the utterances
Classifying the types of attitude domains realized in the utterances of content creators exposed in
the unboxing-review video using Martin and White's (2005) theory as a framework, which classifies
attitude devices into three types: affect, judgment, and appreciation. This step will allow researchers
to see the results of the analysis.
5. Interpreting the findings
After categorizing the data into each type of attitude device, the researcher interprets the findings
by explaining how the attitude device was realized in the unboxing-review video. In this case, the
researcher can give 2 to 4 examples of each type of device to be described.
6. Drawing Conclusion
In the final step, the researcher draws conclusions by explaining the results of the data analysis.

RESULTS AND DISCUSSION

This study analyzes device attitudes in a video uploaded to the Kuya Buzz channel titled "Deluxe Smart Mask
- Unboxing & Review: Really Smart?" The researcher bases this study on Martin and White's (2005) theory,
and the findings are as follows:

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Adisti, Stefani Ernes & Mulatsih, Sri, (2022). Appraisal Analysis of The Attitude Device in “The Deluxe Smart
Mask Unboxing and Review” Video by Kuya Buzz. STRUKTURAL (Seminar on Translation, Applied Linguistics,
Literature, and Cultural Studies). 1 (01), 427─435.

Table 1 Table of Attitude Finding

ATTITUDE
Affect Judgment Appreciation
Positive Negative Positive Negatif Positif Negatif
Instances 5 6 - - 35 4
Percentages 10% 12% - - 70% 8%

The percentages of all types of attitude systems are shown in the table above, as expressed by the content
creator's utterances in the videos studied. The results revealed that affect devices with positive polarity
appeared 5 times with an accuracy rate of 10%, while affect devices with negative polarity appeared 6 times
with an accuracy rate of 12%. Then the Judgment device is not found in the video. Then it was discovered
that appreciation device with positive polarity occurred 35 times with a percentage of 70%, while
appreciation of device with negative polarity occurred 4 times with a percentage of 8%.

Affect Device

According to Martin and White (2005), Affect is concerned with emotional response and disposition. Affect
can be classified as either positive or negative. It deals with good and bad traits related to attitudes and
emotions. Affect can be expressed using verbs related to emotional processes, adverbs, manner adverbs, and
emotional adjectives.

a) Affect Device with Positive Polarity

Excerpt 1

“I actually like the material used here.”

The clause above falls under the category of positive affect. It is indicated by the verb "like," which expresses
the content creator's interest of the product material, which in this case refers to the unboxed and reviewed
smart mask material.

Excerpt 2

“I really love the feel of the magnet.”

The above clause belongs to the category of positive affect. The verb "love" can be used to express the
feelings of the content creator who is drawn to the magnetic features of the reviewed smart masks. The
specifically designed mask parts that can be removed and replaced on a regular basis for filter replacement
astound content creators.

b) Affect Device with Negative Polarity

Excerpt 3

“The glossy part, i'm not really a big fan…”

The statement above comes under the category of negative affect. It is because this sentence refers to the
creator's content being uninterested in, and even appearing to dislike, the glossed part of the smart mask
because it can still clearly show fingerprints and scratches.

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Adisti, Stefani Ernes & Mulatsih, Sri, (2022). Appraisal Analysis of The Attitude Device in “The Deluxe Smart
Mask Unboxing and Review” Video by Kuya Buzz. STRUKTURAL (Seminar on Translation, Applied Linguistics,
Literature, and Cultural Studies). 1 (01), 427─435.

Excerpt 4

“I’m not sure you'll be able to hear the noise”

The sentence above belongs to the category of negative affect. In fact, the content creator keeps saying this
phrase several times in the video, which refers to the content creator's uncertainty about whether the noise
produced by the mask is heard by the audience or not. Even though the reviewer considered the noise to be
one of the weaknesses and wanted the audience to be able to hear it, the content creator did not know for
certain whether the noise was actually recorded so that the audience could hear it or not.

Appreciation Device

Appreciation entails evaluating semiotic and natural phenomena based on how they are valued or not in a
given field (Martin and White, 2005). Appreciation is used to evaluate the worth of objects, processes, or
products. It appears in the form of attributes attached to specific objects, processes, or products. Depending
on the impact of meaning, appreciation can be either negative or positive.

c) Appreciation Device with Positive Polarity

Excerpt 5

“The quality build is just worth it.”

The phrase "worth it" indicates that sentence above falls into the category of positive appreciation. It is
because the sentence is intended to convey the content creator's evaluation toward a thing, in this case a
deluxe smart mask. This evaluation is reflected in praise, with content creators appreciating the quality of
masks that are comparable to the price, which is quite high just for a mask.

Excerpt 6

“This blue one here is just an aesthetic.”

The sentence above is classified as a positive appreciation category. The sentence implies evaluation toward
a thing, as evidenced by compliments on the color selection on certain parts of the mask, which makes the
mask look stylish. Content creators praised the implement of blue color on the inside of the filter holder,
which gives off a cool vibe when turned on.

d) Appreciation Device with Negative Polarity

Excerpt 7

“but it's kind of noisy though”

The clause above is referred to as a negative appreciation category. It is because the sentence is intended for
creator content to convey an evaluation towards a thing. The evaluation focuses on the disadvantages of
smart masks, one of which is the noise produced by the mask when it is turned on.

Excerpt 8

“But it's compressing my voice,…”

The clause above is classified as a negative polarity appreciation device. It is due to the fact that the clause is
still related to the noise produced by the mask. This clause is intended for content creators to convey an

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Adisti, Stefani Ernes & Mulatsih, Sri, (2022). Appraisal Analysis of The Attitude Device in “The Deluxe Smart
Mask Unboxing and Review” Video by Kuya Buzz. STRUKTURAL (Seminar on Translation, Applied Linguistics,
Literature, and Cultural Studies). 1 (01), 427─435.

evaluation toward a thing; in this case, the evaluation is about the noise of the mask machine, which
suppresses the mask wearer's voice, causing the voice to be inaudible when speaking.

CONCLUSION

According to the research findings, the researcher discovered only two attitude devices with its polarity,
notably Affect and Appreciation, in the video titled "Deluxe Smart Mask - Unboxing & Review: Really Smart?"
on the Kuya Buzz channel. The negative and positive values contained in the attitude device are referred to
as polarity. Meanwhile, there is no device judgment in the unboxing and review videos. The findings reveals
that appreciation device with positive polarity is the most dominant type of device attitude, with the number
reaching 35 times or 70% when viewed as a whole, taking into account the polarity. Meanwhile, device
appreciation with negative polarity serves at least four times or eight percent of the time. However, if only
the type of device that frequently appears is considered, without taking polarity into account, the Affect
device is in the last position, while device appreciation remains in the first position due to higher number of
appearances. The findings of this study indicate that the content creator intends to convey information
related to his opinion that the unboxed and reviewed product has good quality by providing a positive
evaluation of the product, which refers to appreciation with positive polarity. Furthermore, the creator's
content expresses his feelings for the product, which primarily refers to affect devices with positive polarity,
though there are some parts that show Affect devices with negative polarity.

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