Deixis in Hate Speech in the 2024 Presidential Election Campaign on Social Media X: A Cyber Pragmatic Study
DOI:
https://doi.org/10.26740/paramasastra.v13n1.p179-202Kata Kunci:
deictic expressions, hate speech, Indonesia 2024 electionAbstrak
Tujuan penelitian ini adalah untuk menganalisis penggunaan sistematis ekspresi deiksis dalam ujaran kebencian yang menargetkan kandidat presiden di platform X selama periode kampanye pemilu Indonesia 2024. Penelitian ini berupaya memahami bagaimana mekanisme linguistik, khususnya deiksis, berfungsi sebagai alat strategis untuk membangun hubungan kekuasaan, memfasilitasi dehumanisasi, dan merusak wacana demokratis dalam komunikasi politik digital. Penelitian ini menggunakan desain kualitatif deskriptif dengan pendekatan cyber-pragmatik untuk menganalisis ujaran kebencian di media sosial platform X selama kampanye pemilu presiden Indonesia 2024, dengan data dikumpulkan melalui observasi dan dokumentasi tangkapan layar fenomena linguistik yang mengandung ekspresi deiksis, kemudian dianalisis menggunakan teknik pencatatan untuk mengidentifikasi komponen ujaran kebencian dan pola linguistiknya. Berdasarkan analisis 45 insiden ujaran kebencian yang menargetkan kandidat presiden Indonesia di media sosial platform X selama kampanye pemilu 2024, penelitian ini mengungkapkan bahwa Prabowo Subianto-Gibran Rakabuming Raka menerima serangan tertinggi (44,4%), diikuti oleh Anies Baswedan-Muhaimin Iskandar (37,8%), dengan hinaan dan kata-kata kasar menjadi kategori dominan (34,8%) dalam ujaran kebencian. Analisis deiksis menunjukkan bahwa deiksis sosial memiliki korelasi terkuat dengan serangan etnis dan stereotip, sementara pola bahasa dehumanisasi sistematis bervariasi secara berbeda di antara pasangan kandidat, mencerminkan polarisasi politik yang dalam yang difasilitasi melalui mekanisme positioning linguistik strategis. Distribusi sistematis ujaran kebencian melalui strategi linguistik deiksis selama kampanye pemilu presiden Indonesia 2024, yang secara tidak proporsional menargetkan kandidat tertentu melalui serangan etnis dan dehumanisasi yang difasilitasi deiksis sosial, mengharuskan implementasi segera sistem pengenalan pola berbasis AI, protokol pemantauan real-time, dan program literasi digital komprehensif untuk melindungi integritas wacana demokratis dan menjaga proses elektoral masa depan.
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