Anas Ma’ruf, S.S.
The linguistic aspects in communication strategy have big impact on increasing the level of electability of a presidential candidate during the campaign period. This situation is depicted in Jokowi’s successful presidential election campaign in 2014. This research elaborates high- and low-context of language, media, and culture of Jokowi in the presidential election campaign in 2014. The data of this research are collected from the written texts including the visions, missions, programs and statement of Jokowi in the presidential debate articles in Jakarta Post Newspaper. The selected editions are Jakarta Post newspaper published on June 9th, 23th and July 4th, 6th 2014. However, not all of the phrases and sentences are analyzed. The analyzed data are selected based on the representation of data which contain pragmatic and discourse context. In addition, there are some images and pictures that demonstrate high- and low-context of communication media and culture. The result of this analysis is expected to be valuable reference for future researchers who will conduct a research dealing with the similar topic and it will be useful for the people who want to take part in the election process. The research results show that the linguistic aspects were found in Jokowi’s communication strategy used in the presidential election campaign in 2014. Moreover, based on the data of media analysis indicates that the communication language of Jokowi is low-context communication language while based on the data of media analysis shows that high-context communication media. Then, based on the data of culture analysis proves that the communication culture of Jokowi is high-context communication culture.
Key words: communication strategy, campaign, language, media, culture.