Membangun Narasi Politik: Studi Retorika Pidato Presiden Prabowo Subianto
DOI:
https://doi.org/10.24076/pikma.2026v8i2.2333Keywords:
prabowo subianto, retorika politik, robert t craig, komunikasi politikAbstract
Penelitian kualitatif ini bertujuan untuk menganalisis strategi retorika yang digunakan oleh Presiden Republik Indonesia terpilih periode 2024-2029, Prabowo Subianto, dalam membangun narasi politik dan citra kepemimpinannya. Fokus analisis adalah empat pidato yang disampaikan setelah Prabowo menjabat sebagai presiden (Februari–Mei 2025). Penelitian ini menggunakan teori retorika Aristoteles yang mencakup tiga pilar, yakni: ethos (karakter), pathos (emosi), dan logos (logika). Hasil penelitian menunjukkan bahwa Prabowo menggunakan gaya komunikasi yang khas, yakni komunikatif, informal, dan humoris, yang secara efektif menembus batas formal kepresidenan untuk membangun kedekatan (pathos) dengan audiens. Secara retoris, ia membangun ethos melalui penegasan integritas, nasionalisme, dan kerendahan hati; memobilisasi pathos melalui humor, empati, dan seruan persatuan; serta memperkuat logos dengan data program konkret (seperti Makan Bergizi Gratis) dan argumentasi pro-rakyat. Penelitian ini menyimpulkan bahwa strategi retoris Prabowo yang dinamis dan adaptif merupakan kunci untuk membentuk narasi politik yang populis, autentik, dan memperkuat legitimasi kepemimpinannya di politik modern Indonesia.
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