Semantic Analysis of Political Jargon 2024 in the Indonesian Presidential Election

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.