Persuasion Strategy in Religious Discourse about Genocide in Palestine on Instagram
DOI:
https://doi.org/10.37304/jied.v1i2.23416Keywords:
Persuasion Strategy, Religious Discourse, Aristotle’s Rhetoric, Instagram, PalestineAbstract
Persuasive language is widely used in religious discourse on social media to influence public perception and action, particularly in humanitarian issues such as the genocide in Palestine. In this context, rhetorical strategies play a crucial role in shaping support and solidarity. Purpose: This study aims to identify and describe the persuasion strategies employed in religious discourse about the Palestinian genocide on Instagram, and to explain how linguistic techniques construct moral and emotional support for Palestine. Methods: The research adopts a descriptive qualitative design with a critical discourse analysis approach. Data were collected through purposive sampling from 16 images posted on the feeds and stories of six Instagram accounts discussing Palestine. The data consist of phrases and sentence fragments containing persuasive elements. Each item was coded according to Aristotle’s rhetorical strategies (logos, ethos, pathos) and analyzed using linguistic techniques such as repetition, metaphor, synecdoche, irony, and slogan formulation. Results: The study identifies three main persuasion strategies: (1) logos, reflected through evidential claims, rhetorical questions, slogans, repetition, and comparative stylistic devices; (2) ethos, manifested through religious–moral values, irony, metaphors, and sound-play that strengthen the speaker’s credibility; and (3) pathos, expressed through emotional appeals, the synecdoche of “the heart,” and imperative statements encouraging empathy and moral action. Implications: The findings indicate that digital religious discourse significantly contributes to shaping public opinion and strengthening humanitarian advocacy through effective rhetorical strategies. Conclusions: Religious utterances on Instagram combine logic, moral credibility, and emotional appeal to influence audiences. The study recommends further research on digital rhetoric in religious and global conflict discourse.
Downloads
References
Ali, A. A., Asdar, M., & Sukmarini, A. V. (2022). Media Sosial Instagram sebagai Media Penyampai Aspirasi Masyarakat kepada Pemerintah Kota Makassar. Jurnal Komunikasi, 15(2), 10–19. https://doi.org/10.47354/jku.v15i2.447
Amalia, F. P., & Dharma, F. A. (2025). Commodification of Identity in Local Political Contests on Instagram. Kanal: Jurnal Ilmu Komunikasi, 14(1), 79–89. https://kanal.umsida.ac.id/index.php/kanal/article/view/1926
Arianta, K., Mangku, D. G. S., & Yuliartini, N. P. R. (2020). Perlindungan Hukum bagi Kaum Etnis Rohingya dalam Perspektif Hak Asasi Manusia Internasional. Journal Komunitas Yustitia, 3(2), 166–176. https://ejournal.undiksha.ac.id/index.php/jatayu/article/view/28849
Aristoteles. (2007). On Rethoric: A Theory of Civic Discourse (G. A. Kennedy (ed.); Second Edi). Oxford University Press.
Bungin, B. (2007). Sosiologi Komunikasi. Kencana.
Handayani, B., & Moekahar, F. (2021). Generasi Muda dan Diskursus Islam (Analisis Resepsi Pengguna Media Sosial Mengenai Narasi Genosida). Jurnal Ilmu Komunikasi UHO: Jurnal Penelitian Kajian Ilmu Komunikasi dan Informasi, 6(4), 439–456. https://doi.org/10.52423/jikuho.v6i4.20806
Hawari, H. (2023). Pengertian Genosida yang Dikhawatirkan akan Dilakukan Israel di Jalur Gaza. detik.com. https://www.detik.com/hikmah/khazanah/d-7002754/pengertian-genosida-yang-dikhawatirkan-akan-dilakukan-israel-di-jalur-gaza
Hayes, A. (2015). Cambridge Checkpoints 2013 VCE English/EAL: Using Language to Persuade. Cambridge University Press.
Hutabarat, A. N. V. (2020). The Persuasion in Joko Widodo’s Speech: A Comparison between the Indonesian Source Text and Its Annotated Translation in Mandarin. Madah, 11(2), 231–248. https://doi.org/10.31503/madah.v11i2.310
Keraf, G. (2009). Diksi dan Gaya Bahasa – Komposisi Lanjutan I. Gramedia Pustaka Utama.
Kudus, N. V., Zulkifli, C. N., & Amin, N. M. (2022). Semiotic Analysis of Three QSR Instagram Posts During COVID-19 Outbreak. Pertanika Journal of Social Sciences and Humanities, 30(3), 1383–1404. https://doi.org/10.47836/pjssh.30.3.24
Luthfin, D., Miftahuddin, A., & Hasyim, M. Y. A. (2022). Simile dalam Al-Qur’an Juz 27 (Kajian Stilistika). LISANUL ARAB: Journal of Arabic Learning and Teaching, 11(02), 36–41. https://doi.org/10.15294/la.v11i2.61007
Mamahit, J. E., & Pratiwi, A. (2022). Instagram sebagai Media Alternatif dalam Konflik Agraria (Studi Kasus pada Akun Instagram @Forumpancoranbersatu). Ekspresi dan Persepsi: Jurnal Ilmu Komunikasi, 5(1), 191–200. https://doi.org/10.33822/jep.v5i2.4382
Muyassaroh, M., & Ihsan, M. B. (2021). Penggunaan Bahasa Persuasi dalam Iklan Layanan Masyarakat untuk Menyosialisasikan Kehidupan Baru pada Era Pandemi Covid-19 di Kabupaten Tulungagung. Kongres Internasional Masyarakat Linguistik Indonesia, 19, 227–233. https://doi.org/10.51817/kimli.vi.55
Nirmala, V. (2020). Gaya Bahasa dalam Iklan Komersial di Televisi. BIDAR, 10(2), 1–12.
Nurfadhilah, A., Kasnadi, & Hurustyanti, H. (2021). Gaya Bahasa Retoris dalam Kumpulan Cerpen Metafora Padma Karya Bernard Batubara. LEKSIS: Jurnal Pendidikan Bahasa dan Sastra Indonesia, 1(2), 73–80. https://jurnal.stkippgriponorogo.ac.id/index.php/Leksis/article/view/115
Prasetio, R., Agung, M. F., & Putri, H. (2024). Analisis Yurisdiksi Negara dalam Hukum Pidana Internasional terhadap Kejahatan Genosida. Jurnal Ilmu Hukum dan Sosial, 2(2), 56–63. https://doi.org/10.51903/hakim.v2i2.1731
Rosyidah, F. N., & Nurwati, N. (2019). Gender dan Stereotipe: Konstruksi Realitas dalam Media Sosial Instagram. Share : Social Work Journal, 9(1), 10–19. https://doi.org/10.24198/share.v9i1.19691
Samuel, R. (2009). New Media, Cultural Studies, and Critical Theory after Postmodernism: Automodernity from Zizek to Laclau. Palgrave Macmillan.
Sukarno. (2013). Retorika Persuasi Sebagai Upaya Memengaruhi Jamaah Pada Teks Khotbah Jumat. Humaniora, 25(2), 215–227.
Sukarno, Nurdianto, A., & Setiari, A. D. (2021). Strategi dan Teknik Persuasi Perekrutan Calon Anggota Baru (Studi Kasus Kebahasaan pada Bisnis Multi Level Marketing Bodong). KEMBARA: Jurnal Keilmuan Bahasa, Sastra, dan Pengajarannya, 7(2), 406–423. https://doi.org/10.22219/kembara.v7i2.17202
Suwandi, S. (2022). Teknik Persuasif dalam Spanduk Kampanye Calon Kepala Desa Tahun 2019 di Kecamatan Kedamean Kabupaten Gresik. Paramasastra, 9(1), 19–29. https://doi.org/10.26740/paramasastra.v9n1.p19-29
Wardani, E. R., Hardiyanto, L., & Utami, P. P. (2023). Pelanggaran HAM: Genosida Rwanda 1994. Journal of Citizenship Values, 1(1), 31–38. https://jurnal.stkipkusumanegara.ac.id/index.php/jcv/article/view/1822
Wirawati, D., & Solikhah, I. Z. (2021). Deiksis pada Slogan dalam Instagram @Kominfomagelang dan Kaitannya dengan Bahan Ajar Teks Slogan. Semantik, 10(2), 163–176. https://doi.org/10.22460/semantik.v10i2.p163-176
Žmavc, J. (2018). Construction of the Speaker’s Persuasive Image in Public Discourse: Classical Rhetoric Revisited. In J. Pelclová & W. Lu (Ed.), Persuasion in Public Discourse (hal. 43–61). John Benjamins Publishing Company. https://doi.org/10.1075/dapsac.79
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Adinda Afifah Anwar, Sukarno Sukarno, Santuso Santuso
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The author retains full copyright over his/her work. The article is licensed under: Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0). This license permits others to copy, distribute, display, and create derivative works, provided they acknowledge the author(s) and the source of the original publication.
