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Maryani, Sri
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Journal : JURNAL KONFIKS

 1 
LANGUAGE AND VISUAL STYLE IN POLITICAL DISCOURSE: REFLECTIONS ON IDENTITY AND ITS IMPACT ON THE PUBLIC Erwin, Erwin; Maryani, Sri
JURNAL KONFIKS Vol 12 No 1 (2025): KONFIKS
Publisher : LEMBAGA PENELITIAN DAN PENGABDIAN PADA MASYARAKAT

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26618/konfiks.v12i1.18435

Abstract

This study explores how language choices and visual styles in political communication serve to reflect candidates’ identities, express ideological narratives, and shape public perception. Utilizing a qualitative approach with ethnographic methods, the research involves participatory observation, in-depth interviews with campaign teams, and analysis of visual campaign materials from local political contexts. Grounded in sociopragmatic stylistics theory, the study examines how verbal and visual elements interact within specific socio-cultural frameworks to construct persuasive political messages. Findings show that the strategic use of local languages and culturally embedded symbols enhances emotional engagement between candidates and constituents. Language that aligns with regional identity fosters trust and relatability, reinforcing the authenticity of the candidate’s image. Visual aspects such as color selection, layout design, typography, and symbolic imagery play a crucial role in reinforcing ideological positioning and constructing coherent public personas. These visual cues often communicate values, aspirations, and affiliations more powerfully than verbal language alone. However, the research also uncovers the potential for dissonance when verbal messages are not visually supported or when visuals contradict spoken rhetoric. Such inconsistencies can weaken the intended message and lead to misinterpretation or distrust among the public. The study’s novelty lies in its integration of ethnographic methodology with sociopragmatic stylistics to examine local-level political campaign communication an area still underexplored in Indonesian political studies. These insights provide valuable implications for academics, political strategists, and communication practitioners in designing more coherent, context-sensitive, and impactful political campaigns that resonate with target audiences.
Co-Authors - Ardiansyah, - -, Lolytasari Ali, Waleed Amil, Amil Arfah, Arfah Ari Wardayani, Ari Ariadhy, Suseno Arrahman, Rudi Artawan Gede Astriani, Aveny Septi Bukman Lian, Bukman Cahyo, Bagas Dwi Dewi Rosanti, Dewi Diah Setyorini Gunawan Dian Mutiara, Dian Dwi Anggraeni Dwi Rohman Soleh, Dwi Rohman Ekowati Retnaningsih Ertinawati, Yuni Erwin Erwin Fertilita, Soilia Guswanto, Bambang Hendriya Hakim, Fikri Halim, Nurfadhlina Abdul Hamdi Hamdi Hendi Efendi, Hendi Husnul, Nisatami I Wayan Artika Ichsan Fauzi Rachman Icuk Rangga Bawono, Icuk Rangga Idha Sihwaningrum Ihsan, Mohd Bahaudin Jajang Jajang Jamilah, Ai Siti Nur Juwita, Diana karenina, Tili Kharisa, Aflakha Kusumasari, Wardany Larasti, Veny Limbar Jaya, Futu Widiana Martha Nengah Mufreni, Sadr Lufti Mugi Lestari, Mugi Muhdar, Syafruddin Mulki Indana Zulfa, Mulki Indana Neni Marlina Novriadhy, Dian Nunung Nurhayati Nurjamilah, Ai Siti Nurmiwati, Nurmiwati Nuryanto Nuryanto Oom Komalasari Pardomuan Robinson Sihombing Parji Parji Patimah, Siti Papat Pitrianti, Siti Primasari, Dwi Ammelia Galuh Prof. Dr. I Made Sutama,M.Pd . Purwantho, Herry Puspa Dewi Puspita, Shafa Nanda puspitasari, amanda Qonitah Faizatul Fitriyah Rahman, Ichsan Fauzi Reni Oktarina Rifda Naufalin Rizqi, Safina Sabila ROHANA ROHANA Rusdi Machrizal Sahril, Muhamad Sardjono, Herning Suryo Sheilliarika, Wella Ayu Sugiarti Sugiarti Suhada, Dede Bagus Sulasih Sulasih Suparmanto Supriyanto Supriyanto Suroto Suroto Suwardi Suwardi Suyasa, Made Thursina, Mulyani Titin Setiartin, Titin Triyanna Widiyaningtyas Triyati, Marwah Tusino Weni Novandari Wijayanto, Danur Wirahyuni , Kadek Wulandari, Ratna Rizky Yani Yani Yasinta, Tia Yogaswara, Angga Zaenafi, Zaenafi Zahratunnisa, Siti Fauziah Zahrotul Munawwaroh