Prophetic rhetoric in the 2024 Indonesian election campaign on social media

Abstract

This study explores the importance of prophetic rhetoric in communication, particularly during election campaigns where candidates aim to gain public support, especially through social media as a key platform. The objective is to describe the forms of prophetic rhetoric used in the 2024 indonesian election campaigns on social media. A descriptive qualitative approach was employed, with data collected from election campaign-related statements posted between January 2024 to February 2024 on the YouTube accounts of Anies Baswedan, Prabowo Subianto, and Ganjar Pranowo. The data were gathered using a listening and note-taking technique and analyzed through content analysis. The findings reveal six forms of prophetic rhetoric in the 2024 indonesian election  campaigns on social media: (1) logos, involving logical appeals through facts and data; (2) pathos, evoking audience emotions such as hope and pride; (3) ethos, emphasizing the speaker's moral character, such as responsibility and respect; (4) humanization, highlighting humanitarian values like tolerance and care; (5) liberation, focusing on societal freedom from oppression, poverty, and exclusion; and (6) transcendence, linking messages to spiritual values such as effort and relief. In conclusion, the use of prophetic rhetoric by the three candidates significantly influences public opinion. Its application in social media campaigns demonstrates its potential to help win elections. Political parties may consider adopting prophetic rhetoric to craft more persuasive and emotionally resonant messages in future campaigns.