Retorika Dakwah Ustadz Evie Effendi di Video Youtube
Authors: Rahman Regi Raisa , Muhlis Atjep , Aripudin Acep 
Published: May 2020

ABSTRAK

Pesatnya perkembangan teknologi media sosial membuat kepopuleran mudah didapat. Evie Effendi merupakan salah satu da’i populer di media sosial Youtube dilihat dari banyaknya jamaah, kalangan muda khususnya. Ia da’i nyentrik dan mempunyai ciri khas dalam dakwahnya yaitu mengenakan pakaian modis kaum muda serta selalu menambahkan humor dalam ceramahnya. Tujuan penelitian ini yaitu untuk mengetahui, menganalisis dan mengkontruksi proses penyusunan retorika dalam dakwah Evie Effendi di video Youtube.  Penelitian ini menggunakan beberapa teori seperti, teori retorika yang diungkapkan oleh Aristoteles tentang seni untuk mempengaruhi orang lain (the art of persusasion) menggunakan prinsip ethos, pathos dan logos.  Teori retorika Jalaludin Rakhmat tentang imbauan persuasi dalam berpidato. Metode yang digunakan dalam penelitian ini  adalah metode kualitatif dengan pendekatan deskriptif. Data yang diperoleh melalui observasi, dokumentasi dan sampling. Data-data dianalisis dan dideskripsikan sesuai dengan teori-teori terkait. Hasil penelitian membuktikan bahwa  retorika yang diterapkan oleh Evie Effendi meliputi ethos, pathos, dan logos, serta lima imbauan persuasi. Gaya bahasa yang digunakan Evie Effendi dalam dakwahnya meliputi, ta’lim dan tarbiyah (pengajaran dan pendidikan), tazkir dan tanbih (pengingat dan penyegaran kembali), targhib dan tabsyir (penggemaran amal sholeh dan penampilan berita pahala), tarhib dan inzar (menakut-nakuti dan menyampaikan berita siksa), qashash dan riwayat (penampilan kisah atau cerita masa lalu), serta amar dan nahi (perintah dan larangan). Kemudian,  humor yang digunakan adalah humor exaggeration, parodi, burlesque, dan belokan mendadak.

Kata kunci : Retorika; Evie Effendi; Dakwah; Youtube

ABSTRACT

The rapid development of social media technology has made it easy to get popularity. Evie Effendi is one of the popular da'i on Youtube social media seen from the many worshipers, especially young people. He was quirky and had a characteristic in his preaching which was wearing fashionable clothes for young people and always adding humor in his lectures. The purpose of this study is to find out, analyze and construct the process of preparing rhetoric in the preaching of Evie Effendi on Youtube videos. This study uses several theories such as the rhetorical theory expressed by Aristotle about art to influence others (the art of persuasion) using the principles of ethos, pathos, and logos. The rhetorical theory of Jalaluddin Rakhmat about the appeal of persuasion in speeches. The method used in this study is a qualitative method with a descriptive approach. Data obtained through observation, documentation, and sampling. The data are analyzed and described in accordance with related theories. The results of the study prove that the rhetoric applied by Evie Effendi includes ethos, pathos, and logos, and five persuasion calls. The language style used by Evie Effendi in her preaching included, ta'lim and tarbiyah (teaching and education), tazkir and tanbih (reminders and refreshes), targhib and tabsyir (good charity and news reward appearance), tarhib and inzar (scare and news torture display), qashash and history (Appearance of stories or stories of the past), and amar and nahi (orders and prohibitions). Then, the humor used is humor exaggeration, parody, burlesque, and sudden turns.

Keywords: Rhetoric; Evie Effendi; Da'wah; Youtube