Analisis Bahasa Persuasif dalam Konten Instagram Muhammad Reza Anugrah sebagai Strategi Kampanye Anti- Stereotipe Gender

Elisabeth Purba; Fitri Aulina Tampubolon; Monica Monalisa Hutabarat; Rizkita Rodearni Sebayang; Sheshilia Putri Damanik; Yanti Melina Ambarita; Lasenna Siallagan

doi:10.61132/bima.v4i2.2825

Authors

Elisabeth Purba Universitas Negeri Medan
Fitri Aulina Tampubolon Universitas Negeri Medan
Monica Monalisa Hutabarat Universitas Negeri Medan
Rizkita Rodearni Sebayang Universitas Negeri Medan
Sheshilia Putri Damanik Universitas Negeri Medan
Yanti Melina Ambarita Universitas Negeri Medan
Lasenna Siallagan Universitas Negeri Medan

DOI:

https://doi.org/10.61132/bima.v4i2.2825

Keywords:

Anti-gender stereotypes, Aristotelian rhetoric, Gender equality, Instagram social media, Persuasive language

Abstract

This study aims to analyze the use of persuasive language in the Instagram contentof Muhammad Reza Anugrah as a strategy for an anti-gender-stereotype campaign. A qualitative approach was used, employing content analysis to examine the meaning and patterns of persuasive language in social media content. The research data was sourced from several posts on the Instagram account @rezazazaa_that were purposively selected. These posts explicitly highlight the issue of anti-gender stereotyping and feature strong persuasive elements. The analysis was conducted using Aristotle’s theory of rhetoric, which emphasizes the three main pillars of persuasion: ethos, pathos, and logos. The analysis stages include: (1) identification of persuasive discourse, (2). categorization of data based on ethos, pathos, and logos, (3) interpretation of linguistic strategies in conveying messages of gender equality, and (4) drawing conclusions. The research results indicate that persuasive language. serves as a crucial tool in digital media-based social campaigns. Muhammad Reza Anugrah’s content demonstrates that the right rhetorical strategies can serve as a means of empowerment while opening up a broader space for dialogue to achieve gender justice and equality in society.

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