Abstract:
This research utilizes a qualitative method with a literature-based approach to
analyze political jargon in the 2024 Indonesian presidential election campaign.
The study investigates the semantic dimensions of political jargon, focusing on
lexical, grammatical, and pragmatic meanings used by candidates Anies Rasyid
Baswedan, Muhaimin Iskandar, Prabowo Subianto, Gibran Rakabuming Raka,
Ganjar Pranowo, and Mahfud MD. The analysis uncovers both differences and
similarities in the selected jargon and its implications. Specifically, Anies Rasyid
Baswedan and Muhaimin Iskandar’s slogan "Indonesia Adil dan Makmur Untuk
Semua" emphasizes the values of fairness and prosperity, with grammatical
elements like the suffix "-an" in "makmur" highlighting material and social well
being. Prabowo Subianto and Gibran Rakabuming Raka’s use of "Bersama
Indonesia Maju" focuses on collective action and positive development, with the
term "bersama" denoting unity and "maju" indicating progress. Ganjar Pranowo
and Mahfud MD’s "Menuju Indonesia Unggul" highlights the notion of superior
quality and direction towards achieving higher goals, with "unggul" signifying
excellence and "tuju" indicating purpose. Pragmatically, these jargons encapsulate
clear future visions and serve multiple functions including constructing political
identity, conveying complex messages, and fostering a positive or emotional
image of the candidates. Jargon also plays a crucial role in differentiating
candidates from their competitors, uniting supporters, and steering campaign
narratives toward achieving electoral goals.
