LOW AND HIGH CONTEXT TO UNDERSTAND THE LANGUAGE, MEDIA, AND CULTURE OF JOKO WIDODO’S CAMPAIGN: A DISCOURSE ANALYSIS

Abstract

This research deals with discourse analysis study, particularly in the role of context in interpretation. It examines how the linguistic aspects in communication strategy have big impact in increasing the level of electability of a presidential candidate during the campaign period. The purposes of the study are to elaborate high- and low-context of language, media, and culture of Jokowi in the presidential election campaign in 2014. The research describes the communication strategies of Jokowi in the presidential election campaign which consist of two theories. The first theory proposed by Brown and Yule (1988) about pragmatic and discourse context analysis that contains reference, implicature, presupposition and inference. The second theory proposed by Hall (1976) about high- and low-context in communication. The type of the data in this research is qualitative. The data were collected from the written texts including the visions, missions, programs and statements of Jokowi in the presidential debate articles in the Jakarta Post Newspaper. The selected editions are Jakarta Post Newspaper published on June 9th, 23th and July 4th, 6th 2014. However, not all of the phrases and sentences are analyzed. The analyzed data are selected based on the representation of data which contain pragmatic and discourse context. In addition, there are some images and pictures that demonstrate high- and low-context of communication media and culture. The finding shows that the linguistic aspect was found in Jokowi’s communication strategy used in the presidential election campaign in 2014. Based on the data of language analysis, it indicates that the communication strategy of Jokowi contains reference, presupposition, inference and there is no implicature. In other words, the communication language of Jokowi is low-context communication language because the information is delivered with explicit and direct meaning. Meanwhile, based on the data of media analysis indicates that the fourth media in promoting and broadcasting Jokowi uses high-context communication media which is proved with their visual communication that shows the photograph of Jokowi becoming the predominance of image and the prominent use of indirect language. In addition, the communication culture is produced by Jokowi that is high-context communication culture because there are meanings and messages that are involved in his cultural products/strategies. In conclusion, to be able the messages is delivered to the voters, Jokowi uses lowcontext communication language, high-context communication media and highcontext communication culture.