SUMMARY
Da'wah is one of the most appropriate means of broadcasting religion to its adherents both monologically and in dialogue. Minangkabau cultural leader is one who is considered as a preacher for the Minangkabau community because of his role as ‘mamak’ providing protection for nephews and his people are considered to have verbal competence and cognitive experience in the religious field so that it can be emulated. The hustle and bustle of today's phenomenon about religious issues that reek of radicalism, utterances of hatred, justification of radical Islamic groups dismiss that the existence of Minangkabau cultural leaders is able to realize a prophetic leadership to build character education and lead people to have morality. This leadership strategy recalls (reincarnation) the figure of the Paderi who are oriented to the improvement of ethics and morals based on the teachings of the Divine, Qur'an and Hadith and the application of the Minangkabau philosophy of "Adat Basandi Syara ', Syara' Basandi Kitabullah" because Islam is a distinctive color of the identity of people Minang The context of Datuk Minangkabau utterance expressed through digital media globally "internet" packages that are packaged in the right formula are able to create harmony in social interaction relationships. This study analyzes the maximization of the maxims used by the Minangkabau cultural leaders to realize polite behavior in language. The purpose of this research is to describe the realization of the politeness of the language of Minangkabau cultural leaders who meet the principles of cooperation in communication that is applied by Leech's method, namely the obedience of the maxim of wisdom, generosity, humility, agreement, agreement. This research method uses descriptive qualitative in the form of words instead of numbers by involving the recording, listening, note taking and reduction techniques in data collection. In analyzing the data carried out by making identification of data that falls into the category of maxim maximization followed by classification of data then analyzed based on the criteria. The results of the analysis of the data found that the realization of maxim maximization used by Minangkabau cultural leaders which appeared most was the compliance of maxims of wisdom, modesty hearts, agreements and finally awards. The maxim of generosity is not found in the Minangkabau cultural leader's speech. These results show the speech of the cultural leader of the Minangkabau who has the power of his language as role modeling for his people. Exemplary shows the power of a leader in carrying out his ideology.