Semantic Strategies of Political Language of Presidential Candidates in the 2024 Presidential Election

The semantic strategies employed by presidential candidates during the 2024 Indonesian presidential election are investigated in this study. The crucial role played by political language, particularly at the semantic level, in shaping public perception, constructing political identities, and influencing voter behavior is emphasized. A qualitative descriptive method is used to analyze the speeches, debates, and public statements delivered by the major candidates. Key semantic strategies, such as ambiguity, metaphorical expressions, euphemism, and framing techniques, are focused on in the analysis. It is revealed that meanings are strategically manipulated by candidates to strengthen their image, align with voters' values, and diminish the credibility of their opponents. It is highlighted that semantic choices are not merely regarded as linguistic phenomena but are deeply intertwined with political objectives and rhetorical effectiveness. A deeper understanding of the relationship between language and power in contemporary political discourse is contributed by this research.