Political Communication Strategy of Dedi Mulyadi in the West Java Gubernatorial Election: An Aristotelian Rhetorical Perspective within Sundanese Cultural Context

Abstrak

This research explores the political communication approach utilized by Dedi Mulyadi in the West Java Gubernatorial Election through the lens of Aristotle’s rhetorical theory—ethos, pathos, and logos—interpreted within Sundanese cultural traditions. Adopting a qualitative design, the study applies rhetorical discourse analysis to campaign artifacts such as speeches, online postings, promotional videos, and semi-structured interviews with observers and community members. The analytical framework includes the classification of rhetorical devices, identification of recurring themes, contextual interpretation based on local wisdom, and triangulation to strengthen data validity.Findings indicate that pathos was the most prevalent rhetorical mode, expressed through emotionally charged messages emphasizing someah hade ka semah (hospitality) and silih asih, silih asah, silih asuh (mutual affection, mutual learning, and mutual care). Ethos was constructed by projecting himself as an authentic Sundanese leader with a consistent track record of promoting cultural values. Meanwhile, logos appeared in fact-based arguments related to irrigation projects and rural economic empowerment programs tailored to citizens’ needs. The fusion of Aristotelian rhetoric with Sundanese cultural identity, mediated through digital platforms, effectively reinforced political credibility and emotional closeness with constituents.The study concludes that political communication strategies rooted in cultural heritage may function as adaptive models for campaigns in the digital age, particularly in regions with strong cultural orientations. These findings highlight the broader significance of integrating cultural traditions into persuasive political communication.Keywords: political communication, rhetorical analysis, Sundanese values, campaign model, West Java election