Retorik bahasa Tamil dalam pengumuman pemasaran nilai sosial THR Raaga / Kalaiselvi Shanmugam

• Main Author: Shanmugam, Kalaiselvi
• Format: Thesis
• Published: 2012
• Subjects: P Philology. Linguistics
• Online Access: http://studentsrepo.um.edu.my/3954/1/Title_page%2C_abstract%2C_table_of_contents.pdf; http://studentsrepo.um.edu.my/3954/2/Full_chapters.pdf; http://studentsrepo.um.edu.my/3954/3/References.pdf; http://pendeta.um.edu.my/client/default/search/results?qu=Retorik+bahasa+Tamil+dalam+pengumuman+pemasaran+nilai+sosial+THR+Raaga&te=; http://studentsrepo.um.edu.my/3954/

This research attempts to scrutinize the usage of rhetoric strategies in a program called PNS which is aired by a private radio channel called THR Raaga. This research aims to identify the rhetoric strategies that are aired in PNS as well as describe them systematically in qualitative and quantitative forms. Phrases that contain a certain rhetoric strategy will also be identified and portrayed. Besides this, the effectiveness of the PNS announcements will also be studied from the listeners’ view about this program. Library research was done as a base for this study. A research framework suggested by Cobert & Connors in 1999 is used to analyze the PNS announcements in THR Raaga. Forty episodes have been segmented sentence by sentence to be made as research samples. The researcher has used three instruments in this study. Data were obtained through systematic recording, questionnaires, and interviews. Fifty respondents have been chosen to answer the questionnaires that cover five categories of listeners. From these 50 respondents, one respondent from each category has been chosen to be interviewed. The research findings show that there are 88 scheme and 43 trope styles of rhetoric strategies in the PNS announcements. Epistrope rhetoric has been used widely; as many as 19 times (21.6%) compared to all other rhetoric styles. Rhetoric question from the trope style has also been widely used. This rhetoric has been used 17 times (39%) from the total rhetoric strategies. Other rhetoric techniques (not mentioned in the suggested framework by Cobert & Connors) have also been identified in the PNS announcements by THR Raaga. Among those identified are, repetition of words twice, nativisation, and usage of the spoken Tamil language, extracts of scenes from Tamil movies, exclamation, and connotation. Research findings also reveal that listeners like the PNS announcements by THR Raaga. Many respondents gave positive feedback about this PNS. About 39 (78%) of the respondents admitted that the PNS announcements showed effects according to daily needs, whereas 35 (70%) mentioned that it gave effects according to a person’s mental ability. Another 37 (74%) said the PNS portrayed moral values, 46 (92%) mentioned that it was entertaining, 36 (72%) revealed it was humourous and 35 (70%) had an opinion that it gave information in a short and simple way. It is hoped that this study will make way to further research in the language field, especially in the usage of rhetoric.