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All Journal PRoMEDIA Jurnal Indonesia Sosial Sains
Ayyubi Kholid Saifullah
Universitas Muhammadiyah Jakarta
Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Energy Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Neuroscience Physics Social Sciences

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Analysis of Prabowo's Speech in the Dynamics of the 12 Percent VAT Policy Ayyubi Kholid Saifullah; Nani Nurani Muskin
Jurnal Indonesia Sosial Sains Vol. 6 No. 4 (2025): Jurnal Indonesia Sosial Sains
Publisher : CV. Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jiss.v6i4.1605

Abstract

The 12 percent Value Added Tax (VAT) policy announced by President Prabowo in his speech on December 31, 2024, represents a strategic issue reflecting the government’s commitment to fostering economic justice. This study aims to analyze the deliberative rhetoric employed by President Prabowo to rationalize the VAT policy, particularly regarding its alignment with the interests of the lower-income population. The research utilizes a qualitative scientific approach (Moleong, 2021), with Aristotle’s rhetorical theory as the analytical framework. Deliberative rhetoric, which focuses on future-oriented persuasion to encourage specific actions or avoid them, is applied to understand the communication strategies used in the speech. The findings reveal that President Prabowo effectively integrates the rhetorical elements of ethos, pathos, and logos to build public trust, mitigate resistance, and promote an equitable policy. The VAT policy is targeted at luxury goods and services, while essential goods remain tax-free. This approach underscores the government’s prioritization of the lower-income population and its positive impact on income redistribution through fiscal policy. Further analysis demonstrates that the deliberative rhetoric used has the potential to create positive public perceptions of the policy, provided its implementation is consistent and transparent. This study contributes to the discourse on political rhetoric and fiscal policy by highlighting the importance of strategic communication in garnering public support for government initiatives
Strategi Marketing Politik melalui Pelabelan Gaya Komunikasi 'Koboi' Menteri Keuangan Purbaya dalam Pemberitaan Detik.com: Analisis Framing Robert Entman Ayyubi Kholid Saifullah; Reza Alerio Reihan; Usman Mansur; Nani Nurani Muksin
PRoMEDIA Vol 12, No 1 (2026): PROMEDIA
Publisher : UNIVERSITAS 17 AGUSTUS 1945 JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52447/promedia.v12i1.9047

Abstract

Penelitian ini bertujuan menganalisis bagaimana media online Detik.Com membingkai Lebeling Gaya Komunikasi Koboi Menteri Keuangan Purbaya Yudhi Sadewa dan mengungkap keterkaitannya dengan strategi Propaganda Edward Bernays (Rekayasa Persetujuan). Penelitian kualitatif deskriptif ini menggunakan Analisis Framing Robert N. Entman pada dua berita Detik.Com. Hasil penelitian menunjukkan bahwa framing media secara struktural mendukung propaganda Purbaya. Hal ini terlihat dari elemen Diagnose Causes yang mengaitkan Gaya Koboi dengan perintah Presiden ("Saya Koboi itu disuruh Presiden"), membuktikan implementasi mekanisme Legitimasi Otoritas (Invisible Government) Bernays. Selain itu, elemen Make Moral Judgments secara konsisten memberikan penilaian moral positif (seperti "Jawaban Menohok"), yang berfungsi sebagai mekanisme Transfer nilai positif ke simbol 'Koboi'. Framing ini juga melakukan pengalihan isu dari kritik etika komunikasi ke urgensi tugas negara. Kesimpulannya, framing Detik.Com berperan aktif dalam mengarahkan konsensus publik, mengubah Gaya Koboi dari masalah komunikasi menjadi aset citra yang dilegitimasi secara sosial dan moral, sejalan dengan tujuan Rekayasa Persetujuan Bernays.
Co-Authors Nani Nurani Muksin Reza Alerio Reihan Usman Mansur