ANALISIS RETORIKA PADA VIDEO MOTIVASI DI AKUN TIKTOK @Indah SJ, M.Psi., Psikologi. TENTANG "SELANGKAH DEMI SELANGKAH"

Abstract

This study aims to analyze the use of rhetorical strategies in the motivational video "Selangkah oleh Selangkah" (Step by Step) on the TikTok account of Indah SJ, M.Psi., Psikolog. This research is motivated by the growing use of social media, particularly TikTok, as a means of conveying motivational and educational messages to the public. The analysis was conducted using Aristotle's rhetorical theory, which includes ethos, pathos, and logos. This study employed a qualitative approach with descriptive methods. The data source was the motivational video "Selangkah oleh Selangkah" (Step by Step) uploaded to Indah SJ, M.Psi., Psikolog's TikTok account. The data consisted of speech containing rhetorical elements and were collected through documentation and note-taking techniques. Data analysis was carried out through the stages of data reduction, data presentation, and drawing conclusions. The results show that the motivational video "Selangkah oleh Selangkah" contains three elements of Aristotle's rhetoric: ethos, pathos, and logos. The ethos element is demonstrated through the communicator's credibility as a psychologist with expertise in mental health and self-development. The element of pathos is the most dominant, evident in the use of empathetic, calming language that inspires enthusiasm and hope in the audience. Meanwhile, the element of logos is evident through the delivery of rational arguments regarding the importance of process, consistency, and small steps in achieving life goals. The dominance of pathos indicates that the communication strategy employed emphasizes an emotional approach to build rapport with the audience. Thus, the integrated use of ethos, pathos, and logos makes this motivational video effective as a persuasive communication medium in providing motivation and positive reinforcement to the public.