Strategi Diksi dan Gaya Bahasa pada Media Publik Visual di Tembilahan
DOI:
https://doi.org/10.22437/kalistra.v4i3.52130Keywords:
diksi, gaya bahasa, wacana publikAbstract
Visual public media in the form of banners in Tembilahan City are strategic communication media used by the government, business actors, and social organisations to target a diverse community. This study aims to conduct a qualitative analysis of the integrative strategy of diction and style in public visual banners in Tembilahan City to reveal the correlation between linguistic choices and the communicator's identity and discourse objectives. Based on an analysis of 20 purposively selected visual banner data, this study found three dominant strategy patterns, namely a formal instructional strategy with technical diction and an imperative style of language in government agencies. Furthermore, there is a commercial persuasive strategy with emotionally charged diction and a hyperbolic style of language in business actors. In addition, a collective emotional strategy was found, with inclusive diction and an exhortative style of language in social messages. In conclusion, the study found that the effectiveness of public visual communication is highly dependent on the strategic alignment between the accuracy of diction and the creativity of the style of language, which is adapted to the social position of the communicator and the context of the reader.
Abstrak
Media publik visual berupa spanduk di Kota Tembilahan merupakan media komunikasi strategis yang disampaikan pemerintah, pelaku usaha, dan organisasi sosial untuk menyasar masyarakat yang bervariasi. Penelitian ini bertujuan untuk melakukan analisis kualitatif strategi integratif diksi dan gaya bahasa pada spanduk visual publik di Kota Tembilahan untuk mengungkapkan korelasi pilihan linguistik dengan identitas komunikator dan tujuan wacana. Berdasarkan analisis terhadap 20 data spanduk visual yang dipilih secara purposif, penelitian ini menemukan tiga pola strategi yang dominan, yaitu strategi formal instruktif dengan diksi teknis dan gaya bahasa imperatif pada instansi pemerintah. Selanjutnya strategi persuasif komersial dengan diksi bernilai emosional dan gaya bahasa hiperbola pada pelaku usaha. Di samping itu, ditemukan strategi emosional kolektif diksi inklusif dengan gaya bahasa ekhsortasi pada pesan sosial. Kesimpulannya, penelitian menemukan bahwa efektivitas komunikasi visual publik sangat bergantung pada keselarasan strategis antara ketepatan diksi dan kreativitas gaya bahasa yang disesuaikan dengan posisi sosial komunikator dan konteks pembaca.
Downloads
References
Baker, R. S. (2019). Challenges for the future of educational data mining: The Baker learning analytics prizes. Journal of educational data mining, 11(1), 1-17. https://doi.org/10.5281/zenodo.3554745
Carey, J. W. (2008). Essays On Media and Society. 2009. Routledge. London New York
Dewi, M. R., & Akbarjono, A. (2021). Gaya Bahasa Dalam Slogan Penjualan Produk dan Jasa di Koran Radar Bengkulu. JPI: Jurnal Pustaka Indonesia, 1(3), 137-153. https://doi.org/10.62159/jpi.v1i3.461
Halliday, M. A. (1994). An introduction to functional grammar 2nd edition, London: Arnold. Halliday, Michael and Matthiessen, Christian (2004) An Introduction to Functional Grammar, London: Hodder.
Inderasari, E., Hapsari, D. A., Rosita, F. Y., & Ulya, C. (2021). Analisis penggunaan gaya bahasa iklan layanan masyarakat bijak bersosial media di radio Kota Surakarta. KEMBARA: Jurnal Keilmuan Bahasa, Sastra, dan Pengajarannya, 7(2), 508-528. DOI: https://doi.org/10.22219/kembara.v7i2.17893
Keraf, G. (2007). Diksi dan Gaya Bahasa . Gramedia.
Khoirunniyah, N. (2023). Diksi dan Gaya Bahasa pada Iklan di Akun Instagram Shopee. sarasvati, 5(2), 108-115. https://doi.org/10.30742/sv.v5i2.2551
Kress, G. R., & Van Leeuwen, T. (2001). Multimodal discourse: The modes and media of contemporary communication. (No Title).
Miles, M. B. (1994). Qualitative data analysis: An expanded sourcebook. Thousand Oaks.
Mulyana, D. (2005). Komunikasi efektif: Suatu pendekatan lintas budaya.
Prasetyo, S. A. (2020). Kajian Stilistika Diksi dan Gaya Bahasa Sastra Anak Pada Cerita Anak Majalah Bobo. Jurnal Pedagogi Dan Pembelajaran, 3(1), 1-8. https://doi.org/10.23887/jp2.v3i1.29710
Sudaryanto, D. P. (2015). Metode dan aneka teknik analisis Bahasa [Method and technique of language study].
Sugiono. (2019), Metode Penelitian Kuantitatif, kualitatif dan R&D. Alfabeta, Bandung.
Suhendi, N., & Hartanto, B. (2025). Analisis Diksi dan Gaya Bahasa Dalam Puisi ‘UNTUKMU’Karya Fiersa Besari. Jurnal Pendidikan Pancasila dan Kewarganegaraan, 1(1), 21-30.
Tarigan, H. G. (2013). Writing as a language skill. Bandung: Space.
Viglia, G., & Dolnicar, S. (2020). A review of experiments in tourism and hospitality. Annals of Tourism Research, 80, 102858. https://doi.org/10.1016/j.annals.2020.102858
Windayanto, R. N. A. (2021). Komparasi muatan gaya bahasa dalam iklan minuman kemasan siap minum: kajian stilistika. Jurnal Bahasa Dan Sastra, 9(3), 230. https://doi.org/10.24036/jbs.v9i3.%25
Yolanda, R., Khair, U., & Hartati, M. (2023). Analisi Diksi Dan Gaya Bahasa Pada Iklan Produk Kecantikan di Media Youtube (Doctoral dissertation, Institut Agama Islam Negeri Curup).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Juni Mahsusi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Kalistra: Kajian Linguistik dan Sastra is licensed under Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish their manuscripts in Kajian Linguistik dan Sastra agree to the following terms:
1. The copyright in each article belongs to the author.
2. The author acknowledges that Kajian Linguistik dan Sastra reserves the right to be the first to publish under a Creative Commons Attribution-ShareAlike 4.0 International License (Attribution 4.0 International CC BY-SA 4.0).
3. Authors may submit articles separately, arranging for non-exclusive distribution of manuscripts that have been published in this journal to other versions (e.g., delivery to the author's institutional repository, publication into a book, etc.), acknowledging that the manuscript has been first published in Kajian Linguistik dan Sastra.
