https://orcid.org/0000-0002-5688-0890
Abstract
Persuasive languages have advantages and strengths in influencing the public to achieve goals. Therefore, people use persuasive language widely in various communication events. In this regard, this study attempts to research the strategic role of persuasive language used by politicians in the City of Padang who are running to become members of the People’s Representative Council and Regional Representative Council, as well as the presidential and vice presidential candidates they nominate. The researchers conducted the study using a linguistic landscape and a pragmatic approach. The data for this study are two hundred sub-texts segmented from billboards of the candidate of the members of the Indonesian House of Representatives (DPR), the Regional People’s House of Representatives (DPRD), and the Regional Representative Council (DPD) in the period of 2024–2029. The researchers collected the data by capturing photographs of billboards in Padang City. The results of the analysis reveal that the landscape of persuasive languages in political billboards in Padang City consists of nine types. Meanwhile, the linguistic landscape of persuasive languages of one billboard consists of three parts: introducing the parties, the main message, and additional information. The languages used are Indonesian, Minangkabau language, English, and Arabic. Regarding pragmatics, the politicians deliver the message through direct and indirect literal speech acts of various kinds. The politicians also put politeness systems and deixis in their language on the billboards.
1. Introduction
The change from the New Order to the Reform Era, which took place in 1998, significantly impacted the Indonesian political system. Among other things, fundamental changes occurred in the election of members of the House of Representatives and the President and Vice President. Another new organ is Dewan Perwakilan Daerah (DPD) (the Regional Representative Council). During the New Order era, Indonesia only had three political parties: the Golkar Party, the Indonesian Democratic Party, and the United Development Party. Members of the People’s Representative Council, the President, and the Vice President are not directly elected.
Based on the documents in the National Archives of the Republic of Indonesia (ANRI), the first post-reform general election was held on 7 June 1999, with 48 political parties participating. The regulations underlying the implementation of the 1999 elections were Law No. 2 of 1999 concerning Political Parties, Law No. 3 regarding the General Election, and Law No. 4 of 1999 concerning the Composition and Position of the MPR and DPR. From 1999 until now, general elections in Indonesia have always undergone improvements.
On 17 April 2019, Indonesia held simultaneous General Elections in Indonesia based on Constitutional Court Decree Number 14/PUU-XI/2013. Electoral districts throughout Indonesia have 80 electoral districts (Palenewen & Yanur, Citation2022). Towards the 2024 general election, the number of parties participating will be 24, including local Acehnese parties (https://bit.ly/47znmlO). The government, via the General Elections Commission of Indonesia, also held simultaneously to elect members of the People’s Representative Council, Regional People’s Representative Council, Members of the Regional Representative Council, and President and Vice President.
Padang, the capital of West Sumatra Province, located on the west coast of Sumatra, has high political dynamics during the general election, which is held once every five years. Padang City has a population on the temporary voter list of 667,675 people spread across 11 sub-districts, 104 sub-districts, and 2680 polling stations (https://bit.ly/3RVYaAo). Meanwhile, the number of prospective legislative members is 648 legislative candidates, consisting of 432 male and 216 female, competing for 45 seats (https://bit.ly/4aXqRFK).
In general elections of 2024, there are eighteen parties participating in the political contestation: (1) Partai Kebangkitan Bangsa (PKB) (Nusantara Awakening Party); (2) Partai Gerakan Indonesia Raya (GERINDRA)(Great Indonesia Movement Party); (3) Partai Demokrasi Indonesia Perjuangan (PDIP) (Democratic Party of Struggle); (4) Partai Golongan Karya (GOLKAR)(Party of Functional Group); (5) Partai Nasional Demokrat (NASDEM)(Nasional Democratic Party); (6) Partai Buruh (Labour Party); (7) Partai Gelombang Rakyat Indonesia (GELORA) (Indonesian People’s Wave Party); (8) Partai Keadilan Sejahtera (PKS)(Prosperous Justice Party); (9) Partai Kebangkitan Nusantara (PKN) (Nusantara Awakening Party); (10) Partai Hati Nurani Rakyat (HANURA) (People Conscience Party); (11) Partai Garda Republik Indonesia (GARUDA) (Garuda Party); (12) Partai Amanat Nasional (PAN) (National Mandate Party); (13) Partai Bulan Bintang (PBB) (Crescent Star Party); (14) Partai Demokrat (PD) (Democratic Party); (15) Partai Solidaritas Indonesia (PSI) (Indonesian Solidarity Party); (16) Partai Persatuan Indonesia (PARINDRO)(Indonesian Unity Party); (17) Partai Persatuan Pembangunan (PPP) (United Development Party); and (18) Partai Ummat (Ummah Party) (Source: General Elections Commission of Indonesia Padang, 2024.
Apart from the parties participating in the general election, the public election system in Indonesia also has an institution called Dewan Perwakilan Daerah (DPD) (the Regional Representative Council). People also directly elect the DPD members, just like the election of the People’s Representative Council members. The following are candidates for the Regional Representative Council of West Sumatra Province members in Padang City. There are fifteen candidates for West Sumatra DPD delegates in the 2024 General Election, as in the following billboard.
is a billboard introducing the candidate of Dewan Perwakilan Daerah (Regional Representative Council). Each member of the Regional Representative Council on the billboard uses language as their tagline. Suppose any of them do not have a slogan or tagline. In that case, they will demonstrate their full name with academic, adat, and religious titles and their respective status and position to the public. They use many language variations in the billboard, as in the following examples:
Figure 1. Billboard of DPD RI in Jl. Sutomo Padang.
(Source: Doc. Oktavianus, Citation2022).
What is interesting to observe at this time is the use of persuasive language in carrying out various political activities. Politicians widely use persuasive language to attract public sympathy and attention (Khalyubi et al. Citation2021). The initial survey showed the variety of persuasive language styles on billboards of different sizes and styles, as in . If there is no slogan or tagline, the politicians will show their complete names with adat and academic titles as in numbers (8), (9), and (15). Oxford Learner’s Dictionary (2023) states that persuasive language is language to persuade someone to do and believe something. Thus, language can influence people’s image and taste in almost all domains of their lives.
Table 1. Slogan and Tagline of the candidate of DPD RI 2024.
Observing the implementation of elections in Indonesia every five years, political dynamics are complex. Competition is fierce. This competition occurs between politicians from different parties and fellow politicians from the same party. Politicians try to find various loopholes to gain people’s sympathy to get seats in the People’s Representative Council, Regional People’s Representative Council, and Regional Representative Council. Politicians also try various ways to campaign for the presidential and vice presidential candidates they nominate.
Based on the description above, the researchers can study many things related to language and politics through various campaign media. However, this study attempts to research the forms of persuasive language used in the languages chosen by legislative candidates posted on numerous billboards in Padang City with the following research questions.
What is the linguistic landscape of persuasive language displayed on political billboards in Padang City?
How is meaning delivered through persuasive language affixed to billboards in Padang City from a pragmatic perspective?
This study examines the linguistic landscape of persuasive languages used on political billboards in Padang City. This study also aims to research and find out how linguistic forms deliver the meaning of the languages affixed to various political billboards in the city of Padang. The results of this study will help develop linguistic studies in the future. Policymakers can also use this study to regulate the use of language in political activities during general elections every five years in Indonesia.
2. Literature review
People can only carry out activities in politics with language, and using language in social constitution groups may lead to activities in politics at large (Utych, Citation2018). Bischof and Senninger (Citation2018) reveal that the study of language use can go beyond dominant literature and linguistics; they further reveal that we can study and analyze language as a political phenomenon. Meanwhile, Keach (Citation2015) explains political language as the language used by all citizens regarding the context of state, government, and politics. People often use languages to run various tactics to survive in life. With language, people run all activities in their lives (Oktavianus & Revita, Citation2013). Politicians run political activities in daily life using various media. One of them is a billboard in public spaces.
Political billboards are potent tools in political campaigns, acting as visual canvases that convey messages, ideologies, and aspirations to the public. In the Indonesian context, these billboards serve as dynamic reflections of the nation’s political landscape, employing persuasive language to influence public opinion. Therefore, this research examines political billboards in Padang City from two perspectives: linguistic landscape and pragmatics. We use the combination of these two views to examine political billboards in Padang City.
The linguistic landscape consists of public road signs, advertising billboards, street names, place names, commercial shopping signs, and general signs on government buildings of a region (Landry & Bourhis, Citation1997, p. 25). Languages are around us in various textual forms realized for many purposes (Gorter, Citation2006). Political billboards include advertising billboards. Written language in public spaces forms a text containing linguistic and nonlinguistic signs (Benu et al. Citation2023; Oktavianus, Citation2022). It, of course, also applies to political billboards in Padang City. Linguistic signs are combinations of letters designed in such a way as to show artistic and aesthetic aspects, while nonlinguistic signs are image placement, color, layout, and design. Political billboards in public spaces are usually in the form of multimodal texts. Multimodal text is text configuring more than one mode or sign (Kress & Van Leewen, Citation2001).
Languages on billboards in various sizes are languages carrying out their function. These languages become guidelines for society to act. From the perspective of language users or those who place written language in public, language becomes a tool for conveying their thoughts and ideas (Revita et al., Citation2023). Whether politicians or not, people express their ideas and concepts politely and persuasively or rudely. Therefore, the researcher can study the text on the billboard from a pragmatic perspective. Pragmatics is a field of study in linguistics that examines speech acts by looking at the meaning in language from four main elements, namely speakers’ meaning, contextual meaning, unsaid but communicated, and the expression of relative distances (Yule, Citation2000). We can trace persuasive language in billboards through these four main themes. Besides, we can also investigate persuasive languages by looking at the politeness system of a language.
Language on a billboard is identical to political advertising (Martynova & Borisova, Citation2017). Political advertising, including political activities, is important in human life. Politicians use specific language styles with the target audience in the city, like asking for support, giving statements for the candidates and presidents, giving commitment, or introducing themselves based on political backgrounds. The political candidates have many techniques to attract people to provide aspirations using political language. Using text and political advertising, the community has an impact on looking for support during the campaign before the election.
In a political context, political communication plays a strategic role in influencing the voters. McNair (Citation2003) states that political communication is common for politicians and other political actors to achieve their goals. Visual communication is one way politicians support delivering their ideas and concepts. Hardini (Citation2015) stated that visual communication aims to explore the idea that visual messages with text have greater power and persuade people. In general election campaigns, the main target is the community. They are potential voters. The extent to which a politician can influence and gain voter sympathy will measure his success in political contestation. The campaign methods and media the politicians use determine the victory and success of a politician in winning the people’s votes. Technological advances are also beneficial for the politicians. The use of social media and billboards are the choices of politicians. The politicians consider these two campaigns’ media effective because party sympathizers and voters can access them anytime.
Billboards with persuasive language are helpful campaign media. Billboards with various language styles attached to them include language in public spaces or outdoor signs. Outdoor signs have attracted much attention from language researchers because, in addition to having an informational function, public space languages also have various functions that can regulate human life.
Rahmawati (Citation2020) studied language rhetoric in political campaign billboards. This research discusses the acquisition and use of rhetorical language in political campaign billboards from the perspective of political and social aspects. The data sources are billboards from four parties: PAN, PKS, PKB, and PPP. The data found in the study are words, phrases, and clauses contained in the billboards and analyzed with the theory of critical discourse analysis of the Norman Fairclough model. The study’s results found persuasiveness in the form of affirmation at 52%, in the social aspect of hyponymy at 73%, and in the grammatical elements at 55%. It shows that the focus of political campaign billboards, in terms of linguistics, is on the positive image of the candidates. In contrast, in terms of visual language, 4 out of 12 billboards embed supporting figures, and 3 out of 12 billboards use social aspects that are so thick. It indicates that embedding supporting figures and cultural adaptation play a significant role.
Ardhian et al. (Citation2023) researched the informational and symbolic functions of the naming system at TPU Malang City. They investigate one hundred and two nameplate texts. The study results show that the languages used are monolingual, bilingual, and multilingual. On the multilingual level, the language of the people in those places is Indonesian as the national identity, Java language as their ethnic identity, Arab as the Islamic indicator, and English as the global language. Then, Devina (Citation2023) studied the existence of the Japanese language in public space in Kota Batu East Java. The Japanese language contains information and symbolic functions. People regard Japanese use as more attractive and prestigious, although people do not fully understand the Japanese language. Mahmudah and Radin (Citation2023) then studied the linguistic landscape of the Indonesian language at Hasanuddin Airport in Makassar. The finding is to promote the internationalization of the Indonesian language.
Sudarmanto et al. (Citation2023) researched the linguistic landscape of the languages on the border of Indonesia and Timor Leste. Public spaces have eight languages: Indonesian, English, Tetun, Dawan, Kupang Malay, Kemak, Arabic, and Portuguese. Monolingual, bilingual, and multilingual. The Indonesian language is dominant. Local languages need attention. Iye et al. (Citation2023) did a study on language contextualization in public spaces. Language is the marker of the identity. In Maluku Province, some languages are used by the people, such as Indonesian and local and foreign languages. The use of language is contextual based on the environment in which the people live. : Candidate member of parliament of PPP In this study, the Indonesian language dominates the language in public spaces, followed by English, and Javanese is rarely used (Rohmah & Widya Nur Wijayanti, Citation2023). There is also a study on the linguistic landscape of local language vitality in Kupang (Benu et al. Citation2023). There were four languages there. They are Dawan, Rote, Sabu and Kupang Malay. Dawan language is dominant there.
Figure 2. PKB parliamentary candidate.
One aspect we need to consider about the language in public spaces is the level of persuasiveness. It is important to give a positive impression and image to society. There was also the study of King Abdullah’s Speech (Almahasees & Mahmoud, Citation2022). The study shows that the creative use of language, references, metaphors, and intertextuality is necessary and effective in conveying a vision and influencing society. A survey by Izquierdo and Blanco (Citation2023) shows that the persuasiveness of a form of language determines the public’s response. Furthermore, a study by Khajavi and Rasti (Citation2020) on the speeches of Barack Obama and Mitt Romney showed that persuasive language achieves more targets in conveying a message than language containing negative sentiment.
3. Research methodology
3.1. The nature of the research
This study is qualitative research in which the researchers collect, present, and analyze the data through in-depth interpretation. Subroto (Citation2007, p. 8) states that qualitative study researchers treat the data as it is. Researchers carefully record data in words, sentences, discourse, pictures or photos, diaries, memoranda, and videotapes. Sugiyono (Citation2019, p. 29) stated that the descriptive research method was to determine the existence of a variable.
Therefore, this study does not formulate representation or generalization but reveals the picture of a phenomenon, in this case, the phenomenon of persuasive language on billboards of political advertising in Padang City.
3.2. Research sites
The research location is in Padang City, the capital of West Sumatra Province. The researchers chose Padang City as the research location based on the assumption that Padang City is the center of the government of West Sumatra Province. Apart from that, the productivity of languages on billboards is very diverse, and many billboards are also appearing. The research location map is as follows ():
Figure 3. The position of Padang City in West Sumatra and Indonesia.
3.3. Data of the research
The data for this research are various forms of language affixed to billboards for legislative member candidates for all parties participating in the general election in Padang City. The data also comes from the forms of language used by 15 candidates for DPD members on their respective billboards. This research identified and collected as many as two hundred language forms from billboards that the researchers segmented from each. Each billboard contains five to seven sub-texts. The researchers also consider other components such as layout, font design, coloring, logos, and politicians’ clothing for studying persuasive languages on the linguistic landscape of billboards.
3.4. Methods and techniques of collecting the data
Data collection began with a field survey in each sub-district in Padang City. The survey intends to observe billboard placement patterns in Padang City and determine their distribution. Next, we collect the data by applying the nonparticipant observation method, which Sudaryanto (Citation2015) calls metode simak bebas libat cakap in linguistic research. Researchers applied photography techniques for billboards in various places in Padang. We also collect the data using participant observation through discussions with politicians, billboard makers, political observers, and randomly selected public members.
3.5. Methods and techniques of analysing the data
The researchers analyze data in two stages. First, the researchers segmented the language forms attached to the billboard into sub-texts. We did this step because a billboard is a complex text consisting of sub-texts in the form of a linguistic landscape. Second, after segmenting the language forms of the billboard, we analyzed each sub-text using the intralingual and extra-lingual equivalent methods. These two methods analyze linguistic data by referring to linguistic and non-linguistic contexts (Mahsun, Citation2005). Third, we grouped the language forms based on the theme of persuasiveness and the language forms used to convey messages persuasively.
4. Finding and analysis
After studying persuasive language on political billboards in Padang City, this study has answered the two research questions. The first finding is the linguistic landscape design of persuasive languages on billboards in Padang City, while the second finding is the way politicians in Padang City convey political messages. The researchers describe each of these findings in the following section.
4.1. Linguistic landscape and pragmatic aspect of persuasive language
After studying the persuasive language used on political billboards in Padang City, this research indicates nine types of persuasive language in terms of linguistic forms and meanings, as in the following tables ():
Table 2. The linguistic landscape of political billboard in Padang in 2024.
Competition among prospective members of parliament is very competitive. Therefore, billboards displayed in public spaces in Padang City, on the one hand, show a sense of closeness and sympathy to voters; on the other hand, they also indirectly satirize and show cynicism towards other parties.
4.2. Persuasive language indicating closeness to the people
Closeness to the people is one of the legislative candidates’ efforts to win the voters. Getting closer to society is done in various ways. The purpose is to gain many votes. The following billboards use language that reflects closeness to the people ().
Figure 4. PDIP parliamentary candidate.
Persuasive language is placed in the billboard’s center above the politician’s name as displayed on the billboard. The billboard contains seven sub-texts, as in the following tables ():
Table 3. Sub-text on PDIP billboard.
Sub-texts (1), (2), and (3) introduce the party, the candidate of the president, and the vice president. The main message is in sub-text (4). The word menangis ‘cry’ and the phrase tertawa bersama rakyat ‘feeling of happiness’ are colored red, and the conjunction dan are colored black. The choice of the words menangis ‘cry’ and tertawa ‘laugh’ in the Indonesian language is metaphorical. It expresses the closeness of the party to the people or the voters. The placement of nonlinguistic elements in the form of images of Indonesian proclaimers Soekarno and Muhammad Hatta in the top right corner of the billboard and pictures of the president and vice president candidates promoted by the party support the persuasive power of the text in the billboard. This politician expects that by using the image of the Republic of Indonesia’s first president and vice president, he can influence the voters strongly.
4.3. Persuasive language showing the feeling of solidarity
The struggle for people’s votes in the election contestation took place in a tough and unique way. Politicians build closeness to the community in various ways. Building and showing a sense of solidarity is one way to do this. Solidarity is the support of one person or group of people for another because they share feelings, opinions, and aims (Oxford Learner’s Dictionary, 2023) ().
Figure 5. PKS parliamentary candidate.
The billboard above is a medium for conveying political messages to the people as a text, namely language carrying out its function in a situational context (Halliday & Hassan, Citation1989). The text above forms a linguistic landscape by configuring linguistic forms with nonlinguistic forms. All these elements combine to convey a complete message. This politician delivers the message persuasively through the following sub-text in the billboard ():
Table 4. Sub-text on PKS billboard.
The linguistic forms (1)-(6) are sub-texts of PKS politician billboards. All sub-texts are in front of the photo of the parliamentary candidate on the billboard. From the aspect of linguistic meaning, these linguistic forms have already contained persuasive elements because each conveys meaning positively.
Sub-text (1) introduces the party. Sub-text (2) states that presidential and vice presidential candidates whose acronym is AMIN are being put forward. Sub-text (3) states that PKS Pembela Rakyat ‘the People’s Defense Party’. Sub-text (4) has eight da’wah agendas to defend the people—Sub-text (5) and (6) state that Hj. Harneli is running to join the DPR for Electoral District 1, West Sumatra. No sentence explicitly states that AMIN people must or should choose president and vice president candidates from PKS. No sentence explicitly states that people must or should choose Hj—Harneli as a member of the DPR RI for the West Sumatra electoral district.
It is a political text. The construction of sub-text (3) is a declarative speech act in the syntactical category of direct speech acts. However, as a political text, we can categorize it as an indirect speech act because what this politician means with PKS Pembela Rakyat is vote me. In this context, me is the deictic form that refers to the politician in the billboard. Deixis is pointing via language (Leech, Citation1983). Dressing in Muslim clothes, being given the title Hajjah (Hj), and her status as the wife of Buya Mahyeldi, the Governor of West Sumatra, are supporting factors influencing the voters. Thus, politicians deliver political messages persuasively.
Language is contextual (Yule, Citation2000). Meaning depends on context. Each person or group can interpret a linguistic form according to the construction of their mind. The use of the word AMIN is only sometimes a persuasive means of conveying a message. The word AMIN, which refers to the acronym of one of the president and vice president candidates of the Republic of Indonesia, has a conflicting meaning with the word Aamiin, reading during Muslim prayers. Debate and controversy over the word AMIN also occurred because some Indonesian people are not AMIN’s constituents. It is linguistically common. Language forms have associative meanings (Leech, Citation1984). Therefore, context determines the level of persuasiveness of a language form.
4.4. Persuasive language showing caring to people
Observing the political dynamic in Padang City as part of an electoral district in Indonesia in the 2024 General Election, direct elections make politicians work hard to uncover their ideas, concepts, and potential. Politicians try to come up with pro-people slogans. Each party expresses its concern for the people. The following billboard packs a short message of politicians about her commitment to work for her fellow people ().
Figure 6. PAN parliamentary candidate.
In terms of design, the billboard above only displays a few words. Billboards only contain short notices, but they have deep meanings. The form of persuasive expression on the billboard above is as follows ():
Table 5. Sub-text on PAN billboard.
Sub-texts (1)-(7) above convey political messages in two ways: the main and supporting messages. The main message is in a sub-text (2): help the people. This second main message is in a sub-text (3) stating that hard work is necessary for people. Texts (2) and (3) convey the meaning persuasively. There are no sentences to encourage voters to elect this politician as a member of the DPR in the current general election period. Texts (3), (4), (5), and (6) describe the names and positions of the female politicians. Regarding the speech acts this politician used syntactically, the two sub-texts are the speech acts of a representative stating that she wants to help and work for her people. As the political text of the politician facing the contestation, sub-texts (2) and (3) contain implied meanings, vote me. If so, the sub-text (2) and (3) is an indirect speech act.
4.5. Linguistic form showing promises
One of the objectives of the general election is to elect representatives in parliament, the president, and vice president as heads of government to regulate and organize people’s lives in various sectors. The prospective representatives and leaders who join the contestation must offer various programs for national development. The following is one of the politician’s billboards containing promise ().
Figure 7. GOLKAR parliamentary candidate.
The billboard above appears in such a way as to combine linguistic and nonlinguistic forms to form a cohesive text. The text segments on the billboard above are as follows.
Sub-text (1) above states a prayer request and hopes that voters will choose the parliamentary candidate on the billboard. Sub-text (2) introduces the Golkar Party. The intralingual equivalent method proposed can test whether sub-texts (3) and (4) contain promises. Sub-texts (3) and (4) contain the main message and promise of the legislative candidate from the Golkar Party as in the following table ():
Table 6. The syntactic structure of the sentences containing promises.
The sub-text in has the same meaning: stating a promise. However, the syntactic structure of the two groups of texts is different. The sub-text on the left does not use a subject, while those on the right use one. Subject saya in the sentence above refers to the politician displayed on the billboard. Sub-text (5), (6), and (7) are additional information related to the politician, including name, electoral district, and serial number in the party. Persuasive ways of conveying messages are in sub-texts (1), (3), and (4). Sub-text (1) has a politeness marker using the word mohon. The mohon is a politeness marker in Indonesian and Minangkabau (Oktavianus & Revita, Citation2013).
Table 7. Sub-text on Golkar billboard.
4.6. Persuasive language through local language features
Based on observing the language variations on billboards for prospective legislative members, politicians also consider using the type of language to convey political messages. We can observe the politician’s language type in the following billboard ():
Figure 8. PKB parliamentary candidate.
The billboard above uses a code-mixing of Indonesian and Minangkabau. Code mixing is the mixing of two language codes in a language use, both in spoken and written form, as a result of language contact (Holmes, Citation2008). The sub-text on the billboard above is as follows:
Sub-text (1) introduces the PKB party. Sub-text (2) contains the main message, which states that Ingek Nan Satu is the serial number of the politician on the billboard. The politician uses the Minangkabau language. Using the Minangkabau language, the local language spoken by the Minangkabau people, which is the main base of voters, is one way to get closer to the Minangkabau people, whose majority of them are Minangkabau speakers.
This politician uses sub-text (2) that has ambiguous meanings. Supposedly, the sub-text is Ingek Nomor 1, but the politician modifies sub-text (2) into Ingek Nan Satu. Minangkabau people commonly use sub-text (2) to advise people to remember Allah ‘God’, who in Minangkabau society popularly says Nan Satu ‘Oneness’. Sub-texts (3), (4), and (5) are only to give additional information about the politician. The main message is in sub-texts (6) and (7). Mari satukan tekad untuk satu tujuan, the spelling of satu is in the form of the number 1 with two colors, red and white. The number of colors indicates the Indonesian flag.
4.7. Persuasive language through foreign language features
Campaigning is also about building an image to influence voters. Apart from showing the potential of prospective legislative members who are running to become members of parliament, the use of foreign languages is also an option (Revita et al., Citation2022), as seen on the billboard below ().
Figure 9. NASDEM parliamentary candidate.
Using foreign language elements is also an option for politicians when campaigning. Politicians consider using foreign languages to show a more positive image and higher social status, as in the billboard above. The following picture provides us with the structure of the text:
The sub-text on the billboard above consists of seven configurations of linguistic forms. Sub-text (1), (2), and (3) are the main parts of the billboard above, which contain a persuasive meaning, namely convincing voters by stating that it is time for Indonesia to carry out restoration. The Nasdem Party even carries the jargon of change. The sub-text on the billboard above consists of seven configurations of linguistic forms. Sub-texts (1), (2), and (3) are the main sub-texts delivering the persuasive meaning, namely convincing voters by stating that it is time for Indonesia to carry out restoration. The Nasdem Party even carries the jargon of change.
Sub-texts (4), (5), (6), and (7) are additional information about legislative candidates who are running for the office. This additional information is very important, especially to make things easier and provide clarity to voters. It is also part of creating a more persuasive way of conveying a message so that voters can easily respond to the message.
4.8. The use of academic titles
A legislative candidate must show their strengths to the public. By doing so, people commit to voting for them. The politicians use variations of attributes to convince the voters. The following figure provides academic titles on political contestation during the 2024 general election ().
Figure 10. PARTAI UMMAT parliamentary candidate.
The billboard above shows the configuration of a text composed of linguistic and nonlinguistic signs. The sub-text on the billboard is in the following table ():
Table 8. Sub-text of Partai Ummat billboard.
Based on above, sub-text (1) states a request for prayer and support so that voters choose legislative candidates as on the billboard. Sub-texts (2) and (3) introduce the party and the proposed presidential and vice presidential candidates. Sub-text (4) and (5) are the main messages conveyed persuasively. What is interesting in sub-text (5) is the use of academic degrees (SH). The academic title SH means the politician has a bachelor’s degree in law. Sub-text (6) is additional information related to the candidate of legislative members.
Table 9. Sub-text on PKB billboard.
Based on the observation of the languages of the billboard, most politicians from all parties used academic titles such as S.E (bachelor’s degree in economics), S.Pd (bachelor’s degree in education), S.T (bachelor’s degree in engineering), and other fields of science. A few of them need academic titles. They promote the names and the place of origin and the other well-known people such as public figures, parents, or family who support them.
4.9. The use of adat titles
Besides academic degrees, traditional degrees are attributes prospective legislative members widely use. These attributes are the indicators of the capacity of prospective legislative members to the voting public—billboards with photos of legislative members with traditional titles, as in the following example.
The title Datuak (DT/Dt) places a person in a high social status in Minangkabau customs. The Datuak holds an important position in his people. The adat society must confer the title of Datuak through the adat ceremony. The Datuak himself also had his power and authority within his people. The Datuak must internalize Minangkabau values within himself (Amir, Citation2011; Hakimy, Citation2001).
The language elements that form the text on the billboard above can be broken down into sub-texts as follows ():
Table 10. Sub-text of PKB billboard.
Sub-text (1) contains requests for prayer and support. Sub-text (2) introduces the party to the public. Sub-text (3) is information about the proposed presidential candidate. Sub-texts (4) and (5) contain persuasive messages using the adat title of Datuak. Sub-text (6) includes additional information on the electoral districts of legislative candidates.
For legislative candidates who run for office and are ultimately elected, the public has high expectations for improving the lives of the nation and state. The public expects that there will be harmony between the promises during the campaign and the reality faced after being elected. Therefore, a legislative candidate member must adopt good values that serve as guidelines in life. These values are honesty, trustworthiness, responsibility, care, vision, and consistency in implementing planned programs. Therefore, academic pursuits and traditional degrees are the first gateways for people to choose. Society expects harmony between the titles used and attitudes and actions.
4.10. The use of religion attributes
Religious attributes are things that prospective legislative members often use in campaigning to convince voters. The use of attributes has strategic value for prospective legislative members because religion is sacred to society. The majority of Minangkabau people are Muslim. Therefore, politicians assumed attributes related to the Islamic religion as an entry point to influence voters. Politicians often use slogans with Islamic overtones on political billboards. We can observe this phenomenon on the billboard of one of the following legislative candidates ().
Figure 11. PPP parliamentary candidate.
The politician on the billboard above conveys her political message through persuasive language with Islamic nuances. The Islamic attributes include the choice of words and nonlinguistic characteristics, as in the following table ():
Table 11. Sub-text of PPP billboard.
above contains six sub-texts. Sub-text (1) is introducing the party. Sub-texts (2), (3), and (4) contain the main message of conveying a political message persuasively, which includes an element of closeness to the people as voters. The use of persuasive language with an Islamic nuance is found in sub-text (2) and the attribute Hj (Hajjah) as a sign that the politician has made the pilgrimage to Mekah. Sub-text (4) is a request for prayers and support for the politician from voters. Sub-text (6) contains additional information stating the electoral district of the legislative member candidate.
Table 12. Sub-text of NASDEM billboard.
Using Islamic religious attributes is essential for politicians in conveying their political programs. A spiritual approach is important because religion regulates good relationships between humans and humans and their Creator (Ferdinal et al., Citation2023). If politicians can build good relations with their fellow men and good relations with their Creator, what they programmed in their lives will run well.
4.11. Split persuasiveness
General elections in a multi-party system make competition among politicians very tight. On the one hand, politicians try to influence voters in various ways. On the other hand, competition between parties also occurs in fighting for the people’s vote. The following picture provides us with a sample of split persuasive ().
Figure 12. PDIP parliamentary candidate.
The billboard above has a configuration of linguistic forms and nonlinguistic forms. Linguistic form is the writing design and size of the letters on the billboard. Nonlinguistic forms are images of politicians and party logos, as seen in the following description ():
Table 13. Sub-text of PDIP billboard.
In sub-text (1)-(4) above, sub-text (1) is the introduction of the party. Sub-text (2) introduces the prospective legislative members. Sub-text (3) is information about legislative candidate members’ positions and electoral districts. Sub-text (4) is the delivery of political messages persuasively to voters.
Sub-text (4) is interesting to study. Sub-text (4) contains a message to get closer to the public or voters persuasively. The level of persuasiveness of the message can be measured from the determination and commitment conveyed to the public, namely the emphasis on track records and not just promises. However, based on observations of the political situation in Padang, competition between political parties is very tight. Mutual sarcasm and criticism between fellow parties also occurred. Sub-text (4) shows us the split persuasive in political billboards. One party criticizes the other party, which makes many promises, even though the parties themselves also make promises in the campaign.
5. Conclusion
After conducting a study of billboards for prospective members of parliament and the Regional Representative Council in Padang City regarding persuasive language, this study can draw several conclusions.
First, billboards are the choice as campaign media in Padang City. Billboards are easier to access and are even open for viewing 24 hours a day because some billboards have lighting at night.
Second, persuasive languages through billboards for prospective members of parliament and the Regional Representative Council consist of nine categories: closeness to people, caring for people, solidarity, use of local languages, foreign languages, use of religious attributes, academic degrees, and traditional titles. Billboards also have a form of persuasive language called split persuasive.
Third, from a linguistic landscape perspective, billboards use a combination of linguistic and non-linguistic signs. The text structure on each billboard is the opening/initial section, the main message, and additional information. The creation of billboards is bottom-up; it comes from the initiative of prospective legislative members and supporting parties. The languages used are Indonesian, Minangkabau, English, and Arabic.
Fourth, from the pragmatic aspect, messages are conveyed through direct and indirect speech acts. The content of the message consists of promises, invitations, statements, appeals, and instructions. Apart from that, the sub-text on the billboard also contains elements of politeness and deixis.
This study has described how the politicians used billboards as campaign media with all their content and language construction. Therefore, the researchers expect that the results of this study will provide implications for politicians to utilize language creativity in making billboards. Apart from that, policymakers can also use the results of this study as a basis for making policies in arranging billboards in public spaces in Padang City. Further studies related to billboards in public spaces need to continue from a quantitative research perspective to see how much influence billboards have on the public in making their choices.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Fachri Bintang Farhan
Fachri Bintang Farhan, Ike Revita, and Oktavianus have been working together to research persuasive language on the political billboard for the 2024 Indonesian General Election in Padang City, West Sumatra, Indonesia.
Fachri Bintang Farhan is a Master’s Degree Student majoring in Linguistics at the Linguistic Study Program, Faculty of Humanities, University of Andalas. He actively involved in linguistic research.
Ike Revita
Fachri Bintang Farhan, Ike Revita, and Oktavianus have been working together to research persuasive language on the political billboard for the 2024 Indonesian General Election in Padang City, West Sumatra, Indonesia.
Ike Revita is a senior lecturer at the Department of Linguistics, Faculty of Humanities, University of Andalas. Her research focuses on pragmatics, discourse analysis, and language in public spaces.
Oktavianus Oktavianus
Fachri Bintang Farhan, Ike Revita, and Oktavianus have been working together to research persuasive language on the political billboard for the 2024 Indonesian General Election in Padang City, West Sumatra, Indonesia.
Oktavianus is a professor in linguistics and is currently the head of the Linguistic Department at the University of Andalas. His research interests are semantics, metaphors, discourse analysis, and linguistic landscape.
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