Strategi Retorika Ethos, Pathos, dan Logos dalam Kanal YouTube Merry Riana Edisi #JadiArtinya

  • Ni Made Melani Cahyanthi Putri Universitas Pendidikan Ganesha
  • Kadek Wirahyuni Universitas Pendidikan Ganesha
  • I Nyoman Sudiana Universitas Pendidikan Ganesha
Keywords: retorika Aristoteles, Ethos, Pathos dan Logos, komunikasi persuasif digital, youtube, Merry Riana

Abstract

Permasalahan utama komunikasi persuasif di YouTube terletak pada konten yang kurang kontekstual serta rendahnya pemahaman kreator terhadap strategi retorika Ethos, Pathos, dan Logos. Penelitian ini bertujuan untuk mengidentifikasi penggunaan serta mengkaji interpretasi strategi retorika tersebut dalam kanal YouTube Merry Riana edisi #JadiArtinya. Penelitian ini menggunakan metode deskriptif kualitatif dengan pendekatan analisis isi kualitatif. Data dikumpulkan melalui teknik simak catat dengan teknik lanjutan simak bebas libat catat, kemudian dianalisis menggunakan analisis data kualitatif. Rumusan masalah penelitian ini (1) Strategi Retorika Ethos, Pathos, dan Logos dalam Kanal YouTube Merry Riana Edisi #JadiArtinya (2) Interpretasi Strategi Retorika Ethos, Pathos, dan Logos dalam kanal YouTube Merry Riana Edisi #JadiArtinya. Hasil penelitian menunjukkan bahwa dari 976 data tuturan yang dianalisis. Strategi Logos menjadi yang paling dominan dengan 362 data (37,09%), diikuti Pathos sebanyak 340 data (34,84%), dan Ethos sebanyak 274 data (28,07%). Dominasi Logos menunjukkan kecenderungan Merry Riana dalam menggunakan argumentasi logis dan rasional untuk memperkuat pesan persuasif. Interpretasi terhadap Logos memperlihatkan upaya menyeimbangkan pesan moral dengan penalaran logis sehingga audiens tidak hanya terinspirasi, tetapi juga terdorong untuk bertindak. Hasil penelitian ini diharapkan dapat memberikan kontribusi teoretis dan praktis dalam pengembangan kajian retorika dan komunikasi digital.

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Published
2026-02-22
How to Cite
Ni Made Melani Cahyanthi Putri, Kadek Wirahyuni, & I Nyoman Sudiana. (2026). Strategi Retorika Ethos, Pathos, dan Logos dalam Kanal YouTube Merry Riana Edisi #JadiArtinya. DEIKTIS: Jurnal Pendidikan, Bahasa Dan Sastra, 6(1), 739-749. Retrieved from https://www.dmi-journals.org/deiktis/article/view/3142
Issue
Vol. 6 No. 1 (2026)
Section
Articles

Copyright (c) 2026 Ni Made Melani Cahyanthi Putri, Kadek Wirahyuni, I Nyoman Sudiana

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