Strategi Komunikasi Kandidat dalam Debat Pilkada Aceh 2024: Analisis Isi Berdasarkan Teori Fungsional William L. Benoit
Keywords: Analisis isi, Pilkada Aceh, Teori Fungsional
Abstract
Debat publik merupakan salah satu instrumen penting dalam proses kampanye politik, termasuk dalam konteks Pemilihan Kepala Daerah (Pilkada). Penelitian ini berangkat dari pentingnya memahami strategi komunikasi yang digunakan oleh kandidat dalam debat publik Pilkada Aceh 2024. Permasalahan yang diangkat adalah bagaimana fungsi ujaran dan topik pembahasan digunakan dalam komunikasi kandidat, serta sejauh mana teori fungsional William L. Benoit relevan dalam konteks ini. Teori fungsional Benoit membagi fungsi retoris menjadi tiga kategori utama: acclaim (pujian), attack (serangan), dan defense (pembelaan), serta dua topik besar yaitu policy (kebijakan) dan personal qualities (kualitas pribadi). Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis isi terhadap 266 unit ujaran dalam tiga sesi debat yang diselenggarakan oleh Komisi Independen Pemilihan (KIP) Aceh. Hasil penelitian menunjukkan bahwa tidak terdapat perbedaan signifikan antara frekuensi penggunaan acclaim dan attack, menandakan bahwa strategi komunikasi kandidat cenderung bersifat responsif dan konfrontatif. Sementara itu, topik kebijakan secara signifikan lebih dominan dibanding karakter pribadi, yang menunjukkan bahwa kandidat lebih menekankan substansi program kerja ketimbang aspek personal. Temuan ini memperkuat perlunya adaptasi teori komunikasi politik dalam konteks lokal.
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