Analisis Retorika Persuasif pada Artikel Kanal Getting pregnant di Popmama.com

Abstract

This study analyzes the persuasive rhetorical strategies employed by Popmama.com in its Getting Pregnant channel to communicate information related to pregnancy programs. The objective of this study is to identify the application of the rhetorical elements of ethos, pathos, and logos, as well as to explain their roles in building motivation, managing emotions, and shaping audience expectations. This research uses a descriptive qualitative method with a descriptive-interpretative analysis approach toward ten articles published in Popmama.com's Getting Pregnant channel. The findings reveal that Popmama.com applies an integrated rhetorical strategy through the use of credible sources, including medical professionals, health institutions, religious figures, and public figures, to establish ethos. Pathos emerges as the most dominant strategy through human-interest narratives, personal experiences, and the reframing of negative emotions, which provide emotional validation and help reduce the anxiety experienced by audiences undergoing pregnancy programs. Meanwhile, logos is manifested through the presentation of medical information, explanations of reproductive health procedures, and lifestyle recommendations that serve as a rational basis for readers in making decisions. The findings indicate that Popmama.com's rhetorical strategy combines credibility, emotional engagement, and logical reasoning to create persuasive health communication that supports audiences throughout their pregnancy program journey.