ANALISIS PROFIL RETORIKA ARGUMENTATIF ANIES BASWEDAN DALAM ACARA YOUTUBE DESAK ANIES

The year 2024 is marked as a political year in Indonesia due to a major national agenda: simultaneous general elections. During the election period, political parties and public figures engaged in various campaign activities to boost their electability. One of the methods for communicating ideology, vision, mission, and work programs is through public discussions. This study is a qualitative research employing a descriptive-analytic method. It adopts a pragmatic argumentative rhetoric approach using the theories of Brouland (2006) and Stephen Toulmin (2003). The data sources for this study are video transcripts from YouTube's Desak Anies program, with research data consisting of phrases, clauses, and sentences from those transcripts. The findings reveal the presence of argumentative structures dominated by claim, backing, evidence, qualifier, rebuttal, and warrant. The argumentative strategies identified in this research are composed of these elements. Furthermore, the study identifies rhetorical profiles in three forms. First, the lexical profile, which includes antanaclasis, alliteration, metaphor, and synecdoche. Second, the structural profile, which includes anaphora, anacoluthon, paradox, and dilemma. Third, the cognitive profile, which includes antithesis, dilemma, paradox, chiasmus, and hyperbole. The study concludes with an analysis of the relationship and relevance between rhetorical profiles and speaker profiles. First, the lexical profile is relevant to politicians, who often use metaphors, analogies, or slogans to simplify complex issues. Second, the structural profile aligns with the academic profile, as it demonstrates the ability to construct convincing, coherent, and systematic arguments (problem-analysis-solution-call to action) with minimal emotional rhetoric. Third, the cognitive profile corresponds to bureaucrats, who focus on data, procedures, regulations, and practical solutions aimed at convincing others in a technical and administrative manner.