Analisis Retorika dalam Pidato Kang Dedi Mulyadi “Petuah Jitu Kang Dedi Mulyadi di UIN Sunan Gunung Djati”

Abstract

This study aims to describe Aristotle’s rhetorical elements, namely ethos, pathos, and logos, in Kang Dedi Mulyadi’s speech entitled Petuah Jitu Kang Dedi Mulyadi di UIN Sunan Gunung Djati. This research employed a qualitative method with a content analysis approach. The primary data source was a video of Kang Dedi Mulyadi’s speech uploaded on YouTube, while the research data consisted of utterances containing the elements of ethos, pathos, and logos. Data were collected through documentation, transcription, and literature review techniques. The data were analyzed by identifying, classifying, and interpreting the utterances based on Aristotle’s rhetorical theory. The findings revealed 14 instances of Aristotle’s rhetorical elements, consisting of 4 instances of ethos, 5 instances of pathos, and 5 instances of logos. The element of ethos was reflected in the speaker’s efforts to establish credibility through leadership experience, cultural identity, and personal integrity. The element of pathos was manifested through messages that evoked empathy, social concern, moral awareness, and responsibility toward culture and the environment. Meanwhile, logos was demonstrated through the use of rational arguments, cause-and-effect reasoning, and solutions to various social and environmental issues. The findings indicate that pathos was the most dominant rhetorical element employed in the speech, suggesting that Dedi Mulyadi primarily relied on emotional appeals to build a close connection with the audience. Nevertheless, ethos and logos also played significant roles in strengthening the persuasive power of the speech. Therefore, the three Aristotelian rhetorical elements were integrated effectively, resulting in persuasive and impactful public communication.