The ethos, pathos, and logos of Grace Natalie in promoting partai Solidaritas Indonesia = Kajian ethos, pathos, dan logos Grace Natalie dalam mempromosikan partai Solidaritas Indonesia

Susantio, Giovanni Fiona (2016) The ethos, pathos, and logos of Grace Natalie in promoting partai Solidaritas Indonesia = Kajian ethos, pathos, dan logos Grace Natalie dalam mempromosikan partai Solidaritas Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Politics supposed to represent people from all gender and races equally. However, up until today, inequality is still a big issue in society and politics, including political party. Woman actually are capable of doing things but still given less chance in politics. Grace Natalie is a woman political figure. She is the chairwoman and one of the founders of Partai Solidaritas Indonesia. She uses rhetoric to promote her party. The science of rhetoric is known since more than 2300 years ago and has passed the test of time. One of its biggest contributors is Aristotle. On his book, ‘The Rhetoric’, he proposed three proofs of persuasion: ethos (speaker’s credibility), pathos (audiences’ feeling), and logos (contents’ logic). Old understanding says rhetoric is persuasion while contemporary experts such as Foss, Foss, and Trapp see it as communication. This research uses qualitative approach with case study method. Data gathered by interview with Grace Natalie and Focus Group Discussion. Informant criteria are based on the party’s target market. The result from this research is that Grace Natalie has applied fair ethos, logos and poor pathos. Since Grace Natalie has not reflected the best ethos, pathos, and logos, the promotion effort is not maximized./ Politik idealnya mereprestasikan masyarakat dari seluruh jenis kelamin dan ras. Namun, hingga sekarang, ketidaksetaraan masih merupakan isu di masyarakat dan politik, termasuk partai politik. Perempuan sebenarnya mampu namun kurang diberikan kesempatan di politik. Grace Natalie adalah salah satu figur politisi wanita. Beliau adalah ketua umum dan salah satu pendiri Partai Solidaritas Indonesia. Beliau menggunakan retorika untuk mempromosikan partainya. Ilmu retorika telah dikenal sejak lebih dari 2300 tahun lalu dan telah lulus uji waktu. Salah satu kontributor terkenal retorika adalah Aristotle. Dalam bukunya, ‘The Rhetoric’, Aristotle mengemukakan tiga proofs of persuasion: ethos (kredibilitas pembicara), pathos (perasaan pendengar), dan logos (logika isi). Pengertian lama mengatakan retorika adalah persuasi namun ahli retorika modern seperti Foss, Foss, dan Trapp melihatnya sebagai komunikasi. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Pengumpulan data dilakukan dengan melakukan wawancara dengan Grace Natalie dan Focus Group Discussion. Kriteria informan didasarkan pada sasaran Partai Solidaritas Indonesia. Hasil penelitian menunjukan bahwa Grace Natalie telah mengaplikasikan ethos dan logos dengan cukup baik, sedangkan pathos masih butuh banyak perbaikan. Dikarenakan Grace Natalie belum mengaplikasikan ethos, pathos, dan logos secara maksimal, hasil promosinya pun tidak maksimal.

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