AN ANALYSIS OF JARGON USED IN THE MENUS AT THE CAFÉS IN MALANG

This study aims to determine about the jargons in the cafes in Malang. Jargon is specialized vocabulary that is used in a certain community or group or an occasion and the meaning of this term is only known by the insiders. This study is designed to know what the jargons used, their meanings in the menus of the cafés in Malang. It is also designed to know the function of jargons used in the menu of cafés in Malang. A descriptive qualitative research design was applied in this research. The techniques for collecting the data were document analysis and interview while the instruments were document and interview guide. Document analysis is used in order to develop the interview questions. By interviewing person that has in charge of the menu of the cafés, the researcher can identify the meaning of words in the menu that belong to jargons. Not only that, it helped the researcher to explain the function of the jargon used in the menu. The result of this study showed that there were 21 jargons found in the menu of five cafés in Malang. The meaning was defined based on the document related to the cafés or it is simply said as menu by considering the lexical meaning from the dictionary, the interview, and the context where the jargons used in the multicourse meal. The result revealed that there were three functions, 1) Jargon can give a person or a customer a sense of belonging to a specific group or café, 2) Jargon as effective signals for identification, and 3) Jargon can gain a person’s or a customer’s interest about the menu or marketing strategy