Perkembangan teknologi digital telah membawa perubahan yang signifikan terhadap praktik komunikasi politik di Indonesia

David Tr

doi:10.12345/jsie.v1i1.3

Abstract

aims to analyze the transformation of political rhetoric in the digital era through personalization-based persuasion strategies and emotional framing on social media platforms. The approach used is descriptive qualitative with data collection techniques of observing and recording political communication content on social media. Data analysis was conducted using digital rhetoric theory and Aristotle's rhetoric, which includes ethos, pathos, and logos. The results show that political communication on social media has shifted from conventional rhetoric to digital rhetoric that is more interactive, multimodal, and algorithm-based. Political personalization strategies are used to build emotional closeness and credibility (ethos), while emotional framing is used to influence the audience's emotions (pathos) so that messages are more easily accepted and disseminated

Keywords

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