INTERNATIONAL JOURNAL OF HUMANITIES, PHILOSOPHY AND LANGUAGES (IJHPL)

TEACHER’S DIRECTIVE SPEECH ACT IN ONLINE TAMIL LANGUAGE TEACHING

2025-09-12T09:36:26+08:00

The COVID-19 pandemic brought a rapid shift to online learning, changing the way languages are taught in primary schools. This study looks at how Tamil language teachers in Tamil National Type Primary Schools (SJKT) in the Klang district use directive speech acts during online instruction. To explore this, one hour online lessons were recorded from five randomly chosen schools and analyzed using Ervin-Tripp’s categorization framework. A total of 963 directive speech acts were identified. The analysis shows that imperatives were by far the most common (74.8%), followed by question directives (24.6%), while embedded imperatives and need statements appeared only occasionally. Attention getting directives were used frequently, helping teachers maintain focus and move smoothly between activities. The study also found variation across schools, suggesting that individual teaching styles and interactional dynamics strongly shape online communication. Overall, the findings point to the importance of clear and directive communication in sustaining student engagement and managing virtual classrooms, and they offer insights for improving first-language instruction in digital settings.

THE EFFECT OF TASK REPETITION ON ORAL FLUENCY AND ACCURACY IN SECOND-YEAR STUDENTS AT UFLS, UDN

2025-09-12T08:41:49+08:00

This study investigates the effect of task repetition on oral fluency and accuracy in second-year students at the Faculty of English, University of Foreign Language Studies (UFLS), the University of Danang. Recognizing that developing oral fluency and accuracy in speaking remains a challenge for L2 learners, particularly second-year students, this research aimed to determine if repeating oral tasks would lead to significant improvements in these areas. A control experiment was conducted with a sample of 24 second-year students who engaged in a series of oral tasks designed to assess both fluency and accuracy. The study compared a task repetition (TR) group with a control group. Oral fluency was measured as speech rate (meaningful syllables per minute), and oral accuracy was measured as the percentage of error-free clauses. The analysis of the data revealed a statistically significant positive effect of task repetition on the accuracy of the TR group in the second trial of the task. It also suggested that learners in TR group had greater accuracy compared to ones in control group. These results indicate that repeating the task facilitated a reduction in errors and an increase in the production of error-free clauses. However, the study did not find a statistically significant effect of task repetition on speech rate. The study concludes that task repetition can enhance accuracy in monologic speaking tasks, but its influence on fluency, as measured by speech rate, was not statistically supported in this context.

PARASOCIAL LANGUAGE IN INFLUENCER MARKETING: EFFECTS ON EMOTIONAL ENGAGEMENT AND PURCHASE INTENTION

2025-09-12T09:42:52+08:00

In the evolving landscape of digital marketing, influencers have emerged as powerful intermediaries between brands and consumers, often using parasocial language an informal, conversational style of communication to engage audiences on a more personal level. Despite its widespread use, limited research has examined how parasocial language specifically affects emotional engagement and purchase intention, particularly within the Malaysian context. This study addresses this gap by proposing a conceptual framework that investigates the effects of parasocial language used by influencers on consumers’ emotional engagement and subsequent intention to purchase endorsed products. The primary aim is to explore the psychological mechanisms through which influencer communication strategies impact consumer behavior. Employing a quantitative research design, the study proposes the use of a structured questionnaire survey targeting Malaysian social media users aged 18–40. Data is intended to be analyzed using SPSS for preliminary testing and Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the measurement and structural models. Preliminary insights from the proposed framework suggest that parasocial language enhances emotional engagement, which in turn positively influences purchase intention. The findings offer both theoretical and practical contributions by extending the application of parasocial interaction theory to marketing communication and by guiding marketers and influencers on how to craft more effective, emotionally resonant messages. However, as a conceptual paper, it is limited by the absence of empirical data, and future studies are encouraged to validate the model using real-world samples and to explore additional variables such as influencer credibility and platform type.

A THEMATIC REVIEW ON FACTORS INFLUENCING TOPONYM TRANSLATION

2025-09-12T08:48:40+08:00

Toponym translation is an interdisciplinary research field that integrates toponymy, linguistics, translation studies, literature, and sociology. While research on translation methods, strategies, and influencing factors has grown, there remains a lack of systematic reviews examining the key factors shaping toponym translation and the ways in which these factors influence translation practices. This study analyzes the research trends and mechanisms of influential factors in toponym translation as reflected in current literature. A thematic literature review method was employed in this study. Employing the keywords "toponyms" and "translation," 21 studies were selected from Scopus and Web of Science. Thematic analysis identified six primary factors: (1) cultural, historical, and geographical context; (2) political and ideological influences; (3) linguistic challenges; (4) norms and standards; (5) contextual and communicative factors; and (6) translation process and practice. Findings reveal that toponym translation is not merely a linguistic process but a complex interplay of social, political, and communicative forces. This review provides a structured framework for understanding these dynamics and highlights the need for further interdisciplinary research on the standardization and contextualization of toponym translation in global discourse.