Artikel Retorika Digital Ferry Irwandi dalam Mengomunikasikan Stoikisme di Youtube

Abstract

The delivery of philosophical ideas in digital media requires a communication strategy capable of simplifying complex concepts without reducing the depth of their meaning. The success of communication depends not only on the quality of the message, but also on the communicator's ability to build credibility, evoke emotions, and construct logical arguments. This study aims to analyze the rhetorical construction of ethos, pathos, and logos in Ferry Irwandi's YouTube video entitled Understanding Stoic Philosophy, and interpret audience responses to the message delivery. The study used a descriptive qualitative approach with an Aristotelian rhetorical analysis. Data sources included videos on Ferry Irwandi's YouTube channel and relevant audience comments. Data were collected through observation, documentation, and recording of verbal and audiovisual elements, then analyzed thematically based on the dimensions of ethos, pathos, and logos. The results show that Ferry Irwandi builds ethos through intellectual credibility, pathos through storytelling and analogies close to the audience's experiences, and logos through a systematic presentation of Stoicism concepts. Audience responses indicate that the message is understood as both philosophical knowledge and reflective guidance. This study concludes that the effectiveness of Ferry Irwandi's digital communication is formed through a combination of ethos, pathos, and logos strategies, so that complex philosophical concepts become easier to understand, persuasive, and meaningful for YouTube audiences.