Prinsip Kesantunan Leech pada Tuturan Debat Calon Gubernur dan Wakil Gubernur Sumatra Utara 2024
Abstract
Prinsip kesantunan Leech dalam tayangan video "Debat Pertama Gubernur dan Wakil Gubernur Sumatra Utara Tahun 2024 " menganalisis penggunaan prinsip kesantunan dalam komunikasi politik para calon gubernur dan wakil gubernur. Prinsip kesantunan Leech terdiri dari beberapa maksim, seperti maksim kebijaksanaan, kedermawanan, penghargaan, kesederhanaan, pemufakatan dan simpati. Metode yang digunakan untuk mengumpulkan dan menganalisis data yaitu metode kualitatif. Video pada kanal Youtube “Kompas TV” menjadi sumber data dalam penelitian ini dengan data berupa tuturan para pasangan calon. Teknik pengumpulan data yang digunakan yaitu teknik menyimak, teknik mencatat dan teknik transkip. Dalam konteks ini, para cagub menggunakan strategi kebahasaan yang berupaya menjaga citra positif mereka di hadapan publik, sekaligus mempengaruhi persepsi audiens. Hasil penelitian menunjukkan seluruh maksim kesantunan ditemukan dalam debat dengan maksim kebijaksanaan paling dominan, terutama dalam bentuk janji-janji program yang dibuat untuk menarik dukungan pemilih. Analisis ini menunjukkan bagaimana retorika politik disesuaikan dengan norma sosial dan budaya, serta bagaimana prinsip-prinsip kesantunan dapat digunakan sebagai alat persuasi dalam kampanye politik.
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