Advances in Social Science, Education and Humanities Research (ASSEHR), volume 247 International Conference on Science and Education and Technology 2018 (ISET 2018)

The Characteristic of Rhetoric Discourse in Pilkada Political Advertisement

1 2 3 4 Fahrudin Eko Hardiyanto , Fathur Rokhman , Ida Zulaeha , Haribakti Mardikantoro 1Universitas Pekalongan, Pekalongan, Indonesia 2,3,4Universitas Negeri Semarang, Indonesia 1Corresponding email: [email protected]

Abstract Political advertisements have been inseparable from The Regional Head Election 2015 in Central Java. There were many political advertisements presented by the candidates of regional head in diverse, likewise the varied in chracteristics. The objectives of this research is to analyze the characteristic of rethoric discourse Pilkada. The discussed problem is what the characteristics of rethoric discourse in Pilkada political advertisement 2015. Techniques used in this research were observation and note scrutinize. It was on a piece of advertisement discourse which be expected as the statements of rethoric discourse Pilkada political advertisement values. Based on the results of Pilkada political advertisement programmatic analysis, it can be found that the characteristics of Pilkada political advertisement discourse based on the rhetorical study are formed as ethos, pathos, and logos. Within the ethos aspect, the chatacteristics of pilkada advertisement formed education technique to the public, good personality from the candidate, and the credibility of public to the leader candidate. In the pathos aspect, there are the characteristics of emphaty, symphaty, the change booster, the emotional instigator while on the logos aspect, it is manifested in logic discourse persuasion, and there is the use of parable and proverb.

Key words: characteristic, rhetoric, discourse, pilkada advertisement

1. Introduction discourse. Since political advertising is an effective vehicle for candidates to build The democracy of The Regional Head communication and education for the wider Election (Pilkada) on 2015 has been held community, campaign contents contained on simultaneously in most parts of Indonesia, banners or billboards must not violate the including in Central Java Province. There are 21 principles of legal, social, religious, and beauty district and city. Each prospective regional norms. The rhetoric on Pilkada political leader takes advantage of campaign or balloting advertisements not only prioritizes the message activities to attract public sympathy to support to the audience, but also attention to the him through public service advertising such as supporting aspects that can make the political banner or billboards campaigns. Prospective advertisement can be received well by the regional leaders also socialize the vision, audience and get a positive response both based mission, and programs to the public. The role on the content of advertising and delivery and the whereabouts of political advertisements techniques. Both of these are characteristics of a in this case determine the public support for the good political advertisement. Aristotle (in candidates for regional head. Luhakay, 2007: 56) suggests that in an Political advertising by Firmanzah advertisement there is a rhetorical approach (2007) has a decisive role in this process. One applied through three aspects of rhetoric namely function of political advertising is to provide ethos, pathos, and logos. political education to the public audiences. Therefore, any political party or candidate pair 2. Methods of regional leaders in the elections (Pilkada) always presents an interesting thing as a This study examines the characteristics campaign strategy. of Pilkada political advertisement 2015 in Regent/ mayor candidates in their Central Java. This research data formed a piece political advertisements seek to persuade the of political election which allegedly contained public by showing good credibility and good advertisement character with rhetorical approach competence to be eligible. For that purpose, they and the content which is contained in baliho or use a fascinating rhetorical approach which banner of regent or mayor candidates in 21 contains beauty and dignified values. regencies and cities in Central Java. Methods Rhetoric becomes important to be and techniques of data collection in this study studied, especially in the political election was a scrutinized method with free gathering

Copyright © 2018, the Authors. Published by Atlantis Press. 164 This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research (ASSEHR), volume 247

involving capable technique, recording short for a combination of letters or syllables or techniques, and note techniques. Three stages of other parts as a reasonable word. analysis used in this research were data Here is the political campaign discourse reduction, data presentation, and picture of elections Central Java 2015 in the form of conclusion and verification. acronyms. SEMAR (SEmangat Mendukung Presentation of data is an assembly of Arifin-Romi); DADI (Dukung Agung-afifuDIn); information in a well-organized manner so that KARISMATIK (KAng RISwadi bersaMA it is able to generate a picture of conclusions and nurbalisTIK); ASRI (Asip-aRIni); WALI (WidyA- actions through the analysis of text and context. HiLmI); MANIS BERSYUKUR (MirnA NISa Text analysis is a process of analyzing text data, BERsama masYKUR); HEBAT (Hendi Bersama the object of the study is the structure of the text rakyAT); SIBAGUS (SIgit BersamA aGUS); about the vocabulary, sentence, proposition, and MUKTI (Munjirin-ngesTI); JATI (JATmIko- paragraphs to explain and interpret a text. MASud); NASIR JOS (NAtSIR-Joko Susanto); PASTI HARUM (PASangan sehaTI HARwanto- 3. Results and Discussion Masykuri); SUKUN (SUmarto-KUNtum); ADA (Abu-DAsuri); NURANI (NURdin-ANIs); SUKO In the discourse on political (SUgiyanto-joKO); AMAN TO (Agus advertisement of Regional Head Election of fathurrahMAN-joko suprapTO); MAE (MAya- Central Java 2015, there are 3 characteristics of Eko); SUPER SUMEH (Sarip-Usup, PEduli political advertisement of Regional Head Rakyat. Sarip-Usup, seMoga bErkaH); HARJO Election which come from two things namely (HARdi-JOko); HATI MULYA (HArTIni- the form of political advertisement discourse of MULYAni); SI WINNER (Sigit-WINdarti Pilkada based on rhetorical approach and the beNER); dan HARUS (HARyanto-agUS). form of ad discourse based on its contents. b. Characteristic of Political Advertisement o a. Characteristic of Political Advertisement of Regional Head Election Central Java 2015 Regional Head Election Central Java 2015 Based On Rethoric Approach (Sense) Based on Lingual Form In the political advertisement character of Lingual form in political advertisement elections of Central Java 2015, 3 aspects of Pilkada Central Java 2015 which contains the study were found. They are ethos, pathos, and characteristics of Pilkada political advertisement logos aspects. is the discourse of advertising in the form of 1. Ethos phrases and sentences. The discourse of political Ethos aspects of political election discourse advertisement in the form of a phrase can be refers to an aspect which indicates that the categorized as follows. candidates of regent/ mayor have extensive 1. Nominal Phrase (Indonesian Language) knowledge, trusted personality, and has an One for Change, Amanah and Rahmatan Lil honorable status. The advertisement discourse Alamin; Leaders Who Serve and Protect; displayed by the candidate pairs can convince 2. Nominal Phrase (Javanese Language) and illustrate to the prospective voter audience Bolo Dewe, Sedhulur Dewe; Ngayomi lan that the candidate pair is a trustworthy person. Ngayemi; For example about his politeness in 3. Verb phrases communicating. By speaking, the three officials Continue Development of Boyolali Pro will easily launch their own ideology. The Investment; Coblos Atine; public can easily accept, support, and even 4. Adjective Phrase believe in the ideology represented in the Prosperous, Religious, Advancing; official's polite speech (Widyawari and I. Prosperous, Independent; One Heart with Zulaekha, 2016: 5) Us; Semanak-Nyedulur; Makmur Rakyate; The form of Pilkada political discourse In addition to the form of phrases and is based on the ethos aspect rhetoric approach, sentences, Pilkada political advertisement namely: One for Change, Amanah and Central Java 2015 also found in the form of Rahmatan Lil Alamin; With the People Building acronyms of self-nominated regional leaders Great Pemalang; Together Mbangun who describe the name and a positive self- Pekalongan, Faster and Benefit; Sithik Omonge, image. Acronyms contained in political Akeh Kerjone; Continue Development of advertisement Pilkada Central Java in 2015 is Boyolali Pro Investment; Leaders Who Serve and Protect; Bolo Dewe, Sedhulur Dewe; Brayan

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Urip; Prosperous, Religious, Advancing; Brayan Urip values teach about the treasures of Prosperous, Independent; Makmur Rakyate; goodness and the glory of life to build mutuality ADA for Blora Sejahtera; Sehat with Us; together. Semanak-Nyedulur; Guyub Rukun Mbangun (4) “GUYUB RUKUN MBANGUN KEBUMEN” Kebumen; Coblos Atine; Work Wholeheartedly. The value conveyed in the discourse of this Building Wonosobo Safe and Prosperous; advertisement is the spirit of creating a Ngayomi lan Ngayemi; and Harjo are Friends, substantial Guyub Rukun meaningful together People's Choice build harmony between citizens. The value of Herrick (2001: 89) in his book The harmony is prioritized as an important part of History and Theory of Rhetoric, explains that the effort to build Kebumen Regency. This ad the ethos aspect of rhetoric means a persuasive can mobilize a power in society to always be in potential for character and credibility personal. harmony. According to Aristotle (in Maarif, 10-11) that (5) "SITHIK OMONGE, AKEH KERJONE" the indicator of a discourse belongs to the Sithik omonge, akeh kerjone is a Javanese rhetoric of ethical aspect of ethos includes three terminology meaning that a leader must be able things: phronesis, arete, and eunoia. to show performance with a little talk attitude a Ethos contained in political ads Pilkada lot of work. Through this advertisement, the classification embraces the following aspects. candidates of regents / mayors educate the 1) Phronesis voters to choose candidates for local leaders Phronesis is a discourse that conveys a who do not have much promise / talkative good statement, a statement that is not only promise. On the other hand, this candidate wants already known by the general public, but also to show that he can show as a leader who speaks something that can increase the audience and little but works a lot. Based on the data on the can be done by others. advertisement discourse above can be concluded Phronesis elements on the ethos aspect that the elements of phronesis on ethos aspects contained in political election 2015 election is contained in Pilkada political advertisement illustrated through the following discourse. Central Java in 2015 is not widely used. The (1) “BERSAMA RAKYAT MEMBANGUN value of political education and insight values PEMALANG HEBAT” that can increase the knowledge of the audience The message conveyed through this is also still minimum raised in the election advertisement is to build a great Pemalang discourse, whereas elements of phronesis on the needed synergy togetherness with all the people. ethos aspect of election is very important as a The people are included and highlighted as an communication of political education. important element in building Pemalang Communication occurs in all aspects of Regency. The power of persuasion of this ad is community life, one of them in the political manifested through the phrase "Bersama sphere. Most political activity is communication Rakyat" which can create the nuance of between political and targeted actors. understanding to create an attitude of public Communication and politics that converge into support to the candidate. political communications essentially talk about (2) “HARJO BERSAHABAT, PILIHAN speech and influence influence. Political RAKYAT” communication is a part of political activity The discourse on this ad provides political aimed at conveying political-characterized educational value to the audience that friendly messages by political actors to political goals and close leaders with the people are the leaders (Eliya and Ida Zulaeha, 2017: 286). In this of the people's choice. The indicator of a leader's context, the self-image of candidates for election shown in this ad is the closeness and regional leaders is communicated to the public. friendship value of a leader to his people. According Mardikantoro, 2015: 6), imaging (3) "BRAYAN URIP" means an effort to highlight the best image in The use of Javanese language in this the public eye. political advertising discourse with the choice of 2) Arete the word 'Brayan Urip' gives insight that in the Arete is the ability to demonstrate his political contestation of Pilkada and community ability to lead that can be felt to create life, Brayan Urip's meaningful value of happiness for audiences. The element of togetherness in life is always relevant and a arete in the ethos aspect contained in necessity of life for the people. In addition,

166 Advances in Social Science, Education and Humanities Research (ASSEHR), volume 247 political election of 2015 is illustrated selection is not random but determined by through the following discourse. various factors, such as social, cultural, and (1) “TOGETHER BUILD PEKALONGAN, situational factors. The element of eunoia in the MORE FASTER AND USEFUL.” ethos aspect contained in political election of The discourse of this political 2015 election is illustrated through the following advertisement indicates that the candidate discourse. pair of Pekalongan Regent number 1 is a (1) ”ONE FOR CHANGE, AMANAH AND candidate of regent who can work faster RAHMATAN LIL ALAMIN” and more benefit. Sentences used are The use of the word 'one' in the sentence sentences that convince the audience that (1) refers to the serial number of the this pair candidates is better than other candidate, serial number one. One means candidates. a double one as a serial number and one (2) “AMANAH LEADER, SMART, AND as a unifying word for a change. The word NOBLE. 'amanah' is a characteristic of leadership Arete elements shown in this election that is highlighted to the public that the campaign discourse using word choices candidate of regent has the character of that indicate the leadership character credibility or can be trusted to be the required by the audience that is leader who guard all. In the context of this trustworthy, intelligent, and noble guard, political advertising Pilkada raised character. The prospective voters' terminology 'rahmatan lil alamin' which audience is assured that their future is a mercy for the universe. leaders have good character so that they (2) “LEADER WHO SERVES AND can make people happy. PRPTECT.” (3) “SELF-RELIANT INDEPENDENT” Political advertisement made by candidate The choice of the word 'independent' and of Surakarta Mayor number 2 of 'self-reliant' has almost the same meaning Surakarta City FX Hadi Rudyatmo- that is not dependent on others and able to Achmad Purnomo who chose sentence utilize the potential and strength of "Leader who Serves and Protects". The himself. Audience audiences are assured simplicity of word choice directs the that their leaders have the capability of voting audience to the aspect that the independence and self-reliance. people need to have a leader who can (4) “SMART AND VIRTOUS.” serve and nurture their people. Smart and virtuous are the two leadership (3) "PROSPERO, RELIGIUS, PROGRESS" characteristics required by society. The choice of the phrase "Prosperous, Pilkada advertisements with the rhetorical Religious, Progress" implies a change or style of this erate model can describe the movement to a better state that is in the character of the candidate leaders to be form of a driving force of change elected in the elections. movement toward prosperous, religious, (5) “YOUTH, NATIONALIST, AND and progressive Pekalongan Regency. RELIGIOUS.” In the ethos aspect, the characteristics of The element of arete in the ad discourse election advertisements are in the form of public number (6) is to lift the character of education, the good personality of the candidate, leadership that is reflected by three types and the public trust towards the future leader. of youth, nationalist, and religious. 2. Pathos 3) Eunoia Aspect of pathos on the Pilkada political Eunoia is goodwill, similar to the advertising discourse refers to an aspect that commitment of self to do the best for others / the shows that political advertising is able to touch public. Through political election of Pilkada, the hearts of audiences, feelings, emotions, candidates of local leaders convey code about hopes, and sympathy or affection. This is also their vision and aspirations if elected as regional known as emotional appeal. Pathos also serves leaders to provide the best for the community. as a form of driving force for the alteration and According to Rokhman (2013: 2-3) states that generating of emotions (Aristotle in Maarif, speakers are required to choose the language 2015: 25-27). code appropriately so that communication can take place smoothly and reasonable. The

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Here are the forms of political election the candidate of leader. In the aspect of the discourse based on rhetorical approach that pathos there are characteristics of empathy, meets aspects of pathos. sympathy, motivation of change, emotion a) Touch the hearts of the audience generating, while in the logos aspect manifested Together continue to build Grobogan; in the discourse of persuasion logically, and the Wonosobo is cool, creative, prosperous, and use of the words parables and proverbs. harmonious; Work wholeheartedly; For the The results of this study can be used as people of Demak more prosperous; Wonge teaching materials in Indonesian language dewe, wonge tulus, wonge dibutuhke; learning in schools on the basic competencies of b) Feelings of emotion, hope and emotional writing advertisements and slogans and appeals interpreting advertising messages. Change is more prosperous; Time for independent lead; 5. References c) Motivated propulsion and emotional Abidin, Yusuf Zaenal. (2013). Pengantar generator Retorika. Bandung: Pustaka Setia Let's carve history, we born the original leader Eliya, Ixsir dan I. Zulaeha. (2017). Pola from the people; rise to work, together we can; Komunikasi Politik Ganjar Pranowo dalam Be Self-reliant Independent Perspektif Sosiolinguistik di Media Sosial 3. Logos Instagram. Jurnal Seloka edisi 6 (3) 2017: Logos aspect of political election Universitas Negeri Semarang. discourse refers to an aspect which indicates that Firmanzah. 2007. Marketing Politik: Antara the political advertisement presented by Pemahman dan Realitas. Obor: Jakarta. candidate regent / mayor pairs containing the Herrick, James A. The History and Theory of power of influence is accompanied by reasons, Rhetoric An Introduction. Chapter One : and it makes sense, contains logical proof, or An Overview of Rhetoric. Boston : Pearson appears as evidence. Education. According to Aristotle (in Maarif, 2015) Keraf, Gorys. (2010). Argumentasi dan Narasi. stated that logos in the perspective of rhetoric is Jakarta: Gramedia a format of messages made and delivered by Mardikantoro, Hari Bakti. (2014). Pembentukan orators to persuade audiences. The format Reputasi Calon Presiden 2014 Dalam consists of three forms of parables, proverbs, Berita Di Media Massa Online : Kajian and rhetorical arguments. Here are the forms of Wacana Kritis. political election discourse based on rhetorical Rakhmat, Jalaludin. (2008). Psikologi approach that meets aspects of logos. Komunikasi. Bandung: Rosda Karya. a. Pemimpine kerjo, rakyate rejo Rokhman, Fathur. (2013). Sosiolinguistik: b. Rise to work, together we can Suatu Pendekatan Pembelajaran Bahasa c. Harjo be friends, people's choice. dalam Masyarakat Multikultural.

Yogyakarta: Graha Ilmu. 4. Conclusion Tabroni, Roni. (2014). Marketing Politik; Media Based on the discussion above it can be dan Pencitraan di Era Multipartai. concluded that the characteristics of political Yogyakarta: Graha Ilmu. discourse of Pilkada based on the rethoric study Widyawari, Caecilia Petra Gading May dan I. are in the form of ethos, pathos, and logos. In Zulaeha. (2016). Representasi Idiologi the ethos aspect, the characteristics of election dalam Tuturan Santun para Pejabat Negara advertisement are in the form of educational pada Talk Show Mata Najwa. Jurnal Seloka techniques to the public, the good personality of edisi 5(1). Universitas Negeri Semarang. the candidate, and the public credibility towards

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