EMOTIONAL ENGAGEMENT ON MEGAWATI'S SPEECH IN GOLKAR ANNIVERSARY

Abstract

Emotional engagement in political rhetoric significantly shapes public perception and influences political narratives. This study explores the rhetorical strategies employed by Megawati Soekarnoputri during the Golkar Party's 60th-anniversary celebration. By adopting a qualitative discourse-historical approach, the research identifies three core themes: the strategic use of humor and irony to address past tensions, cultural alignment to resonate with Indonesian values, and the narrative of reconciliation to promote unity. Megawati’s ironic remark, "Kan aku dimusuhin sejagat Dewa Pitara. Sekarang diundang, bingung aku," exemplifies her ability to transform historical grievances into opportunities for emotional connection and relatability. Her use of humor diffuses tension while reinforcing her leadership image. Furthermore, her alignment with Indonesian cultural principles, such as gotong royong (cooperation) and rukun (harmony), enhances the emotional resonance of her rhetoric, positioning her as both approachable and authoritative. This study underscores the significance of emotional engagement and cultural sensitivity in political communication, particularly in Indonesia’s coalition-driven political landscape. By highlighting the intersection of rhetorical strategy, cultural resonance, and political unity, the research contributes to understanding the role of culturally informed rhetoric in navigating complex socio-political contexts.