| dc.description.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. | en_US |
