Analysis of sociocultural norms in language communication as efforts to preserve the Malay national identity among the Duano community in Kampung Nelayan of Kualatungkal, Jambi

This study describes the sociocultural norms of interaction and interpretation, contributions of these norms in language culture transformation, and adherence to these norms in the Duano community’s communication in Kuala Tungkal. Utilizing qualitative and quantitative methods, data were collected from 30 individuals through observation, questionnaires, and interviews. Analysis involved qualitative techniques and two-way ANOVA for hypothesis testing. The findings indicate high adherence to sociocultural norms, with 91.04% always adhering, 6.80% sometimes, and 1.70% never. Key norms include showing sympathy, not interrupting, apologizing, expressing gratitude, and maintaining politeness. Two-way ANOVA results showed no significant difference in language choice or adherence to sociocultural norms based on sociolinguistic factors. The study concludes that sociocultural norms in the Duano community are still applied and contribute significantly to language culture transformation and enculturation.