Trump's Speech about Jerusalem: An Analysis on Persuasive Strategies

INTRODUCTION Jerusalem is a holy place where several beliefs and faiths live together. Islam, Christianity and Jews live and do worship in that city (BBC, 2017). Its territory surrounds Palestine and Israel. Both countries have been being a great rivalry in an old-world war since 1948 (Margolick, 2008). Donald Trump as the president of USA showed his sympathy toward both a long-world war and it was stated through his political speech. Stobbs (2012) considered that political speeches are written with a very great plan and purpose. As the president of USA, Trump is the most influential person in the world. His word will always provoke great responses from all people over the world. He showed his remark on his speech about Jerusalem on 23rd May 2017. Through his speech, he expected the three religions in Jerusalem, such as Jews, Islam and Christianity can build peace together. On 6th December 2017, Trump declared Jerusalem as the capital city of Israel. It provoked pros and cons from several leaders of nations over the world. He stated that his claim was to stop the war between Israel and Palestine, and to achieve peace. Through his speech, Trump intended to show his power and communicate what he wanted to. Speech is one the ways of having communication (Soedjarwo, 2020). In having communication, the speaker influences hearer to believe in what he says or doing something that he wants to. Alfian, Santi, and Sari (2019) stated that a good communication depends on how speaker can achieve the goal of what he says. Speaker absolutely persuades hearers to achieve the goals of communication. In Persuading hearers, speaker can uses persuasive strategies. Speaker uses persuasive strategies to influence other people through utterance without doing compulsion. Gass and Seiter (2010) stated that persuasion is an attempt to influence hearers motives and attitudes.

Roberts (2008) stated that Aristotle divided persuasive strategies into three ethos, logos and pathos. Ethos occurs when the speaker persuades hearer by showing his credibility in doing something. Griffin (2012) and Lucas (2009) defined ethos as ethical proof which means the way the speaker stated his ability, intelligence, reputation and etc. through his utterance. In the book of Griffin (2012), ethos are divided into three characteristics, which means that the speaker might express ethos indicating perceived intelligence, virtuous character, and goodwill. Perceived intelligence occurs when speaker persuaded hearers by showing his or her intelligence or competence in doing something. Verderber, Sellnow, and Verderber (2012) stated that audiences are more effectively persuaded by the speaker by showing his or her intelligence or competence through stating his perceived intelligence. Virtuous Character occurs when speakers intends to persuade hearers by building their trustworthiness. It can be raised when the speaker shows his experiences, motives, and values. The speaker can state that his intention in achieving something and the positive side belongs to him to persuade hearers. In previous research, Widyawardhani (2016) analysing rhetoric on Trump’s presidential candidacy speech also showed that Trump expressed his virtuous character by showing his good character to persuade audiences. Goodwill occurs when speaker shows his hope which also becomes hearers hope. Griffin (2012) stated that goodwill is when the speaker intended to create a positive judgment from hearers to him. Zakariya, Chojimah, and Nurhayani (2018) analysing rhetorical strategies on SBY and Jokowi’s speech about the increase of fuel also found that Jokowi showed his goodwill by telling his hope to actualize people’s dreams by giving some solutions to increase people’s prosperity. The second type of persuasive strategies is logos. It is expressed to give a logic reason in a speech. Griffin (2012) defined logos as a logical proof. It occurs when the speaker presents a logical aspect of the utterance. The logical aspect is in the form of evidence. By presenting evidence, the speaker intends to convince hearers that what he says is reasonable to be received. Ghazani (2016) stated that logos occurs when speaker gives rational evidence. The third level of persuasive strategies is Pathos. It is expressed when the speaker touches the emotional aspect of hearers through discourse. Griffin (2012) stated that pathos is an emotional proof, an interaction between the speaker and hearer through speech involving feeling. Emotional aspect is a very important way to get an effective result in influencing people. Pathos can be expressed

by the speaker while showing anger, mildness, confidence, admiration, fear, confession, love or friendship, hatred, pity, and envy. There are previous research analyzed persuasive strategies used by influential speakers. Setiawan (2014) analyzed persuasive strategies used by Obama on his victory speech in 2012. The result showed that Obama mostly used pathos rather than ethos and logos. It indicates that Obama persuaded hearers by arousing their emotion. Shabrina (2016) analyzed persuasive strategies used by Hillary Clinton. The result showed that Hillary Clinton used ethos to show her good image and used pronoun ‘we’ to take hearers as the same position with her. Pathos was used by Hillary Clinton to affect hearers emotion by driving herself as a part of them and logos was used to give logical and factual evidences. Nurrosyidah (2016) analyzed persuasive strategies used by Jokowi in his political speech. The result showed that Jokowi used ethos by telling his reputation, character and knowledge. Pathos was used to affect hearers emotion by using figurative language and logos was used by telling factual data, statistic and example. This research was also conducted to analyze the most influential person over the world, that is Donald Trump. Therefore, the aim of this research is to analyze the type of persuasive strategies used by Donald Trump on his speech about Jerusalem

RESEARCH METHOD This research used qualitative approach to get a deeper understanding of a phenomenon. The analysis of qualitative research is in the form of word. Its approach is the appropriate method to analyze pragmatic research as to describe and interpret the meaning of a text. Miles and Huberman (1994) stated that qualitative research deals with the analysis of a social phenomenon through classifying, interpreting, contrasting and etc. The data of this research is Trump’s speech about Jerusalem. There are two speech analyzed in this research. The first one is Trump’s speech about Jerusalem on 23rd March 2017 with the title “Remarks by President Trump at Israel Museum” (2017). The second one is Trump’s speech about Jerusalem on 6th December 2017 with the title “Statement by President Trump on Jerusalem” (2017b). The full texts were obtained from www.WhiteHouse.com. This research used human instrument, that is the writers. Peredaryenko and Krauss (2013) stated that human instrument is the writer as the instrument in conducting all the process of the analysis of the research. The other instrument is the types of persuasive strategies.