A RHETORIC OF JOKOWI IN THE LAST DAY CAMPAIGN SPEECH ON 13 APRIL 2019: THE PERSUASION OF LOGOS, PATHOS, ETHOS

Abstract

The purpose of this paper is to analyze the rhetoric of Jokowi’s 2019 campaign speech texts by using the theory of Aristotle’s proofs: logos, ethos, and pathos. The data of this paper is the last major campaign speech texts on 13 April 2019 were analyzed. The data was the last major campaign speech taken from Live TV. The analysis was by qualitative and content analysis. The analysis showed emotional appeals (pathos) dominant used by Jokowi. Therefore, the result suggests the emotion (pathos) dominantly used over half during the speech, whereby the emotion consists of (thank, promise, and praise), followed by logos (logical reason) to ensure the audiences with the argumentation, claim, and evidence, and credibility and trustworthiness (ethos) was scarce. Therefore, the results suggest the emotion (pathos) by thank, praise, and promise how to gain the audience’s interest and sympathy extremely effective. The findings suggest that pathos as the prominent persuasion gains the trust and sympathy from the audiences in terms of the proponents for the political parties, alliances supported organizations, and community and fully supported by (logos) argumentation and evidence. 

Keywords: campaign speech, rhetoric, pathos, logos, ethos