Cultural Identity and Trust-Building in Baduy Market Transactions: Linguistic Strategies for Cultural Preservation

Abstract

In the face of globalization and modernization, indigenous communities like the Baduy have managed to preserve their cultural identity through a unique blend of tradition and economic activity, particularly in their market transactions. Despite the rich cultural and linguistic dynamics that characterize these spaces, scholarly attention to the communicative mechanisms underpinning indigenous market transactions remains limited, particularly in Southeast Asia. This study addresses this gap by examining the Baduy traditional marketplace in Indonesia to reveal how language operates simultaneously as a transactional tool and as a cultural resource. Adopting a qualitative linguistic ethnography framework, the research analyzed eleven authentic transaction texts collected through naturalistic observation and transcription. Guided by Speech Act Theory, the analysis explored the forms and functions of locutionary, illocutionary, and perlocutionary acts as well as non-verbal and paralinguistic features that mediate pricing signals, quality assessments, and relational rapport. The findings show that communicative patterns in the Baduy market are culturally embedded performances where verbal acts, gestures, tone, humor, and politeness markers such as hop not only facilitate negotiation but also sustain trust, reciprocity, and cultural continuity. This study advances Speech Act Theory by demonstrating how economic exchange in indigenous settings is deeply intertwined with ethical and symbolic traditions. Its insights hold implications for heritage preservation, culturally responsive economic policies, and future research on the role of language in sustaining inclusive local markets in rapidly modernizing societies.