EXCHANGE STRUCTURES BETWEEN SELLERS AND BUYERS AT THE DELI OLD TOWN TRADITIONAL MARKET

This research is aimed to derive exchanges structures occurring between sellers and buyers in the market, investigate how exchanges are realized linguistically and reason for the use of exchanges structures between sellers and buyers at Deli Old Town Traditional Market. This research was conducted by using descriptive qualitative research. The data was the clauses produced by the sellers and the buyers. The data was analyzed based on Martin theory (1992). The result of analysis found that there were two conversational systems, namely, of typical and uncommon contexts or congruent and metaphorical coding. In conversational structures, as the realizations of conversational systems, it was found some marked structures. Normally, the structures of giving and asking for information are represented by k1 and k2, but it was found some hindrances in bargaining language, there are other representations, namely k2 followed by k1(k2) or question followed by question. It was happened because social context influences the exchange structure in the dialogues and the verbal violence that are the social context, situation and concept of traditional market that include to language style of sellers and buyers whereas sellers and buyers retaining the price, whereas the negotiation will success if the price give benefit to seller and it is fit to buyer. The buyers want to get best product with cheapest price, while the sellers want to get most benefit from their product. In addition, exchanges structure that found was exchange dynamic since it was found ch, rch, cf, rcf, cl, rcl and the exchange structure that found were k1, k2^k1, k2^k1^k2f, k2^k1^k2f^k1f, dk1^k2^k1^k2f, a1, a2^a1, a2^a1^a2f, a2^a1^a2f^a1f, da1^a2^a1, da1^a2^a1^a2f, da1^a2^a1^a2f^a1f. Based on the findings, it was recommended to the other researchers who are interested in analyzing the Exchanges Structure to conduct such a research with different variable such as can use the newspaper or other sources to know and understand the flow of conversation.