Political Communication and Persuasive Rhetoric: An Analysis of Ethos, Pathos, and Logos in Prabowo Subianto’s Presidential Discourse

Abstract

Political communication plays a crucial role in shaping presidential credibility, public engagement, and democratic legitimacy. However, the increasing circulation of political statements through digital media creates challenges in maintaining consistency between intended messages and public interpretations. This study examines Prabowo Subianto’s presidential discourse through Aristotle’s rhetorical framework of ethos, pathos, and logos, focusing on how these dimensions construct political messages and shape presidential communication. Employing a qualitative descriptive approach, the study applies rhetorical analysis to selected presidential speeches, public statements, media reports, and commentaries published during his administration. Data were collected through documentation and analyzed by identifying rhetorical expressions associated with credibility, emotional appeals, and rational argumentation. The findings reveal that Prabowo’s political communication combines institutional authority and national development narratives with assertive language and emotional expression. However, controversies surrounding his responses to criticism illustrate potential tensions between presidential credibility, emotional intensity, and evidence-based argumentation. The study identifies rhetorical imbalance as a central challenge in presidential communication, particularly when emotional expressions overshadow substantive policy explanations. Theoretically, this research extends the application of Aristotelian rhetoric to contemporary presidential political communication. Practically, it highlights the importance of credible leadership, emotional sensitivity, consistent messaging, and rational responses to public criticism in strengthening democratic communication and government accountability.