Semiotic Analysis and Cultural Elements in the Communication Style of Prabowo Subianto and Anies Baswedan in the 2024 Presidential Debate, Third Session
DOI:
https://doi.org/10.38035/jlph.v5i6.2190Keywords:
Communication Style, Semiotics, Roland Barthes, Communication Culture, Prabowo, Anies BaswedanAbstract
This study aims to analyze the political communication styles of two Indonesian presidential candidates, Prabowo Subianto and Anies Baswedan, during the third presidential debate of the 2024 election. Using Roland Barthes' semiotic approach, and using a descriptive qualitative. This study explores the verbal and nonverbal signs presented in the context of Indonesian communication culture. The findings show that Anies Baswedan tends to use a low-context communication style, characterized by rational argumentation, academic diction, and emotional analogies. In contrast, Prabowo Subianto adopts a high-context communication style, rich in symbols, nonverbal expressions, and nationalist narratives rooted in collective culture. These political figures not only demonstrate personal communication strategies but also reflect the cultural heritage embedded in people's perceptions of leadership in Indonesia. Symbols such as "gemoy" associated with Prabowo and "Abah" with Anies illustrate their efforts to foster closeness to the public through representations of popular and traditional culture. Thus, this study confirms that political communication in debates cannot be separated from the cultural dimensions that shape the meaning and public perception of national leadership.
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Copyright (c) 2025 Rafi'i, Ummy Hanifah, Titiek Surya Ningsih, Fara Dilla Fairuz, Anna Nurjanah
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