Penerapan Retorika Aristoteles sebagai Strategi Persuasi Pesan Layanan Masyarakat oleh Gen Alpha: Kegiatan Abdimas di SMA Fons Vitae 1 Jakarta

Putri Rindu Kinasih

doi:10.62383/transformasi.v2i2.1327

Authors

Putri Rindu Kinasih Universitas Bunda Mulia

DOI:

https://doi.org/10.62383/transformasi.v2i2.1327

Keywords:

Aristotle, Persuasion, Rhetoric, Strategy

Abstract

The use of persuasion theory is extremely important in daily life. Persuasion is crucial in situations other than marketing campaigns or political campaigns. Disseminating information to the general public and researching shifts in social norms and values both require persuasion. Aristotle's rhetorical triangle—ethos, pathos, and logos—is one of the persuasive techniques that have a significant impact on the communication industry. Aristotle's rhetorical triangle has been the subject of numerous studies, but few have addressed the problem of message delivery, particularly in digital public service announcements. The writer was encouraged to hold an ABDIMAS activity entitled "The application of Aristotle's rhetoric as a persuasive strategy for public service messages by Gen Alpha" at SMA Fons Vitae 1 Matraman, East Jakarta. The participants who attended were 22 people, 11 men, and 11 women, a combination of students from grades X to XII who were members of the English Club. The ABDIMAS activity which was held on Thursday, March 13, 2025, combined lecture technique and direct practice. From the results of the practice, it was found that all participants were able to apply Aristotle's rhetorical triangle persuasion strategy, with the most dominant strategy used being logos.

References

Alifia. (2024, Oktober 29). Alasan pemerintah Malaysia kecam lagu APT Bruno Mars dan Rose Blackpink. TribunJateng. https://jateng.tribunnews.com/2024/10/29/alasan-pemerintah-malaysia-kecam-lagu-apt-bruno-mars-dan-rose-blackpink

Amalia, R., Ardhi, P., & Haliza, F. (2023). Game online menjadi penyebab krisis etika generasi muda. Transformasi (Informasi & Pengembangan Iptek), 19(2), 65–76.

Anjelina, C. D., & Pratiwi, I. E. (2025, Januari 7). Semakin banyak minum air putih akan semakin sehat, benarkah? Kompas. https://www.kompas.com/tren/read/2025/01/07/080000965/semakin-banyak-minum-air-putih-akan-semakin-sehat-benarkah-?page=all

Anna, L. K. (2020, Februari 7). Jago teknologi, apa pekerjaan yang kelak dipilih generasi Alfa? Kompas Lifestyle. https://lifestyle.kompas.com/read/2020/02/07/101023720/jago-teknologi-apa-pekerjaan-yang-kelak-dipilih-generasi-alfa

Atkins, A. (2019, April 11). How Bruno Mars’ Lazy Song responds to millennial culture or why I’m lazy. Medium. https://medium.com/@aeatkins/how-bruno-mars-lazy-song-responds-to-millennial-culture-or-why-i-m-lazy-aa335b4a7f51

Dianthi, M. H. (2015, November 26). Hati-hati! Tas ransel terlalu berat bisa mempengaruhi perkembangan anak. Detik Health. https://health.detik.com/

Dictionary.com. (2022, Januari 26). Understand the difference between ethos, pathos, and logos to make your point. Thesaurus.com. https://www.thesaurus.com/e/writing/ethos-pathos-logos/

Fikom Universitas Ciputra. (2022). Memahami esensi teori persuasi dalam ilmu komunikasi. https://www.ciputra.ac.id/fikom/memahami-esensi-teori-persuasi-dalam-ilmu-komunikasi/

Herlina, Rachmad, T. H., & Sasongko, Y. P. D. (2024). Digital business communication using TikTok live streaming. Journal of Indonesian Economic Research, 2(1), 19–29.

Istia, D. (2024, September 24). Gen Z cenderung lebih memilih TikTok daripada Google. RRI. https://www.rri.co.id/iptek/1009220/gen-z-cenderung-lebih-memilih-tiktok-dari-pada-google

Krishnan, I. A., Muthutamilselvan, K., Ibrahim, M. N. A. bin, De Mello, G., Ramalingam, S., Maruthai, E., & Arumugam, N. (2021). The application of Aristotle’s rhetorical theory to evaluate fresh graduates’ job interview performance. International Journal of Academic Research in Business and Social Sciences, 11(8), 1009–1028.

Lutzke, J., & Henggeler, M. F. (2009). The rhetorical triangle: Understanding and using logos, ethos, pathos. Indiana University. https://www.lsu.edu/hss/english/files/university_writing_files/item35402.pdf

McGilchrist, S. (2011, Januari 9). Music “releases mood-enhancing chemical in the brain.” BBC. https://www.bbc.com/news/health-12135590

Naryando, I. (2024, Agustus 27). Ikan adalah protein terbaik untuk otak anak. RRI. https://www.rri.co.id/kesehatan/932849/ikan-adalah-protein-terbaik-untuk-otak-anak

Oktiani, Y. R., & Putri, E. J. (2022). Persuasive strategies in selected UNICEF speaker’s speech. Lingua Cultura, 16(2), 215–222.

Pang, M., & Tarigan, A. (2023). Pengaruh konten sosial media marketing pada aplikasi TikTok terhadap keputusan pembelian Shopee. Jurnal Digismantech, 3(1), 15–32.

Ronda, A. M. (2018). Tafsir kontemporer ilmu komunikasi. Indigo Media.

Santosa, L. W. (2023, Juni 17). Survei: Gen X hingga Z kurang minum air putih. Antaranews. https://www.antaranews.com/berita/3593106/survei-gen-x-hingga-z-kurang-minum-air-putih

Sony, E. (2025). Definisi dan sejarah perkembangan komunikasi politik. Dalam Adnan (Ed.), Komunikasi politik (hal. xx–xx). Gita Lentera.

West, R., & Turner, L. H. (2008). Pengantar teori komunikasi: Analisis dan aplikasi (N. Setyaningsih, Ed.; Edisi ke-3). Salemba Humanika.

Wulan, E. P. S. (2024). Pengantar retorika dan dialektika. Dalam H. Chairunisa (Ed.), Retorika dan dialektika komunikasi publik. Gita Lentera.

Yaseen, M. S., Sayyed, S. W., & Ibrahim, H. M. (2022). Modes of persuasion for women in English and Arabic advertisements. Eurasian Journal of Applied Linguistics, 8(2), 180–190.

Yunita, M. M., Lesmana, T., Jatmika, D., Damayanti, A., & Kusuma, T. F. (2021). Mengenal bahaya adiksi gadget dan cara mengatasinya. Jurnal Pengabdian dan Kewirausahaan, 5(2), 70–78.