Bayu Permana Sukma
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Interpersonal Metadiscourse pada Tagline Iklan Poster World Wildlife Fund (WWF) Sukma, Bayu Permana
PAROLE - Journal of Linguistics and Education Vol 3, No 1 April (2013)
Publisher : Master Program in Linguistics, Diponegoro University

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Abstract

This article describes types and functions of interpersonal metadiscourse in printed advertisement tagline. The three types, i.e. person marker, hedges, and emphatics have various roles in interpreting properly tagline meaning. The writer uses Hyland’s metadiscourse theory, Fuertes-Olivera et al’s interpersonal discourse in slogans, and Halliday’s functional grammar to analyze the data. The data were collected from printed advertisements by World Wildlife Fund (WWF). The result shows that each of the interpersonal metadiscourse features has different functions. Person marker is used to show the writer’s position in a text, hedges is used to imply the writer’s opinion, while emphatics serves as a device to convince the readers that the messages given in the text are true.   Artikel ini mendeskripsikan jenis dan fungsi ‘interpersonal metadiscourse’ yang tercetak di ‘tagline’ iklan. Ketiga jenis, yaitu penanda orang, pemagaran, dan penegasan mempunyai berbagai peranan untuk menafsirkan makna tagline secara tepat. Penulis menggunakan teori ‘metadiscourse’ (Hyland), ‘interpersonal discourse’ dalam slogan (Fuertes-Olivera dkk.), dan ‘functional grammar’ (Halliday) untuk menganalisis data. Data dikumpulkan dari beberapa iklan cetak ‘World Wild Fund’ (WWF). Hasil penelitian menunjukkan bahwa setiap jenis memiliki fungsi yang berbeda. Penanda orang digunakan untuk menunjukkan posisi penulis dalam sebuah teks, pemagaran digunakan untuk menyatakan secara tidak langsung pendapat penulis, sementara penegasan berfungsi sebagai alat untuk meyakinkan pembaca bahwa pesan yang diberikan dalam teks benar.
INTERPERSONAL METADISCOURSE MARKERS AS PERSUASIVE STRATEGIES IN BARACK OBAMA’S 2012 CAMPAIGN SPEECHES Sukma, Bayu Permana
Aksara Vol 29, No 2 (2017): Aksara, Edisi Desember 2017
Publisher : Balai Bahasa Bali

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Abstract

One of language features which can be applied to reach the persuasive goal is interpersonal metadiscourse. Although it has been frequently investigated in written texts, research on interpersonal metadiscourse in campaign speeches is still relatively hard to find, whereas a lot of features of interpersonal metadiscourse in campaign speeches are used as persuasive strategies. This study aims to explain the meaning of interpersonal metadiscourse markers applied in Barack Obama’s campaign speeches related to his persuasive strategy. The data are analyzed by using Dafouz’s (2008) theory of interpersonal metadiscourse markers categorization. The method used in this study is descriptive qualitative. The results reveal that all interpersonal metadiscourse markers categories, namely hedges, certainty markers, attributors, attitude markers, and commentaries, are used in Barack Obama’s campaign speeches. High frequency of use of attitude markers and commentaries shows that Obama in his campaign speeches tries to build emotional ties with his audience as his persuasive strategy. 
Sistem Appraisal pada Slogan dalam Kain Rentang Kampanye Politik Bakal Calon Kepala Daerah Kabupaten dan Kota Bogor Sukma, Bayu Permana
Ranah: Jurnal Kajian Bahasa Vol 7, No 2 (2018): Ranah: Jurnal Kajian Bahasa
Publisher : Badan Pengembangan dan Pembinaan Bahasa

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Abstract

One of language functions in political discourse is to persuade others, and one of the media to implement the function is slogan used on political campaign banner. This research aims to explore the use of appraisal system, especially attitude, and its source of appraisal in the slogans on political campaign banners of regent and mayor prospective candidates in Bogor Residence and Bogor City. Researches on slogans on political campaign banner have been widely counducted, while the researches which apply the appraisal theory are still not easy to find. In fact it can help text consumers clearly see the attitude and the evaluation of the text producers on subjects they communicate. The data were analyzed by using appraisal system theory proposed by Martin and White (2005). The data were obtained by observing and were analyzed by using referential matching (padan referensial) method. The results show that judgment is the most-frequently-used subcategory in the slogans. It reflects that the political campaign banner creators give more emphasis on appraisal of human behaviour, whether of themselves or of others (society). Regarding the subjects and the objects, the appraisals were most predominantly made by and givento the regent and the mayor prospective candidates themselves as the slogan makers. The finding shows that the regent and the mayor prospective candidates often subjectively claim their quality without considering others’ opinion in their political advertisement.AbstrakSalah satu fungsi bahasa dalam wacana politik adalah untuk memengaruhi orang lain. Fungsi tersebut diwujudkan salah satunya dalam bentuk slogan kampanye politik pada kain rentang. Penelitian ini bertujuan untuk mengetahui penggunaan sistem appraisal, khususnya subsistem attitude, dan sumber penilaian dalam slogan pada kain rentang kampanye politik bakal calon kepala daerah di Kabupaten dan Kota Bogor. Data-data dalam penelitian ini dianalisis dengan menggunakan teori sistem appraisal yang dikemukakan oleh Martin & White (2005). Data-data tersebut diperoleh melalui metode simak dan dianalisis dengan metode padan referensial. Hasil penelitian menunjukkan bahwa judgment merupakan subkategori attitude yang paling banyak digunakan dalam slogan. Hal ini menunjukkan bahwa para pembuat iklan lebih menekankan penilaian terhadap perilaku manusia, baik terhadap dirinya sendiri maupun orang lain (masyarakat). Sementara itu subjek dan objek penilaian yang paling dominan adalah bakal calon kepala daerah sendiri selaku pembuat slogan. Temuan ini menunjukkan bahwa para bakal calon kepala daerah kerap membuat klaim-klaim sepihak mengenai kualitas dirinya, tanpa mengutip atau menampilkan pendapat dari pihak lain.