PERSUASIVE MASTERY:  EXPLORING A MUSLIM CELEBRITY PODCASTER'S APPEALS IN 'LIGHT UPON DARKNESS'

LILISURIANI ABDUL LATIF @ BAPOO; FATIN AMIRA SURAIYA SAIFUDIN

doi:10.31436/ijiok.v1i2.22

Penulis

LILISURIANI ABDUL LATIF @ BAPOO International Islamic University Malaysia
FATIN AMIRA SURAIYA SAIFUDIN International Islamic University Malaysia

DOI:

https://doi.org/10.31436/ijiok.v1i2.22

Kata Kunci:

Persuasive language, Logical Appeal, Emotional Appeal, Credibility Appeal, Podcast

Abstrak

This study explores the persuasive appeals of logical, emotional, and credibility appeals employed in the podcast series "Light Upon Darkness" by a prominent Muslim celebrity turned influencer. Thematic analysis using elements from the Toulmin Model, Maslow’s Hierarchy of Needs, and Aristotle’s Rhetoric of Ethos reveals that the podcaster employs a diverse approach, utilizing some elements of the Toulmin Model to strengthen logic, integrating all of Maslow’s Hierarchy of Needs to evoke emotional resonance with the audience and establishes credibility by sharing personal background, life experiences, expertise, and thoughts while showing respect to the audience. These findings offer insights into the dynamics of persuasive communication in podcasting and contribute to a broader understanding of the role of appeals in shaping effective communication within the digital realm.

ABSTRAK: Kajian ini meneroka daya tarikan persuasif rayuan logik, emosi dan kredibiliti yang digunakan dalam siri podcast "Light Upon Darkness" oleh seorang selebriti Muslim terkenal yang menjadi pempengaruh. Analisis tematik menggunakan unsur-unsur daripada Model Toulmin, Hierarki Keperluan Maslow dan Retorik Ethos Aristotle mendedahkan bahawa pelbagai pendekatan telah digunakan dari beberapa elemen Model Toulmin untuk mengukuhkan logik, menyepadukan semua Hierarki Keperluan Maslow untuk membangkitkan resonans emosi dengan pendengar dan mewujudkan kredibiliti dengan berkongsi latar belakang peribadi, pengalaman hidup, kepakaran dan pemikiran sambil menunjukkan rasa hormat kepada pendengar. Penemuan ini menawarkan pandangan tentang dinamik komunikasi persuasif dalam podcasting dan menyumbang kepada pemahaman yang lebih luas tentang peranan rayuan dalam membentuk komunikasi yang berkesan dalam alam digital.

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