KAJIAN SOSIOLOGIS HISTORIS BAHASA DAN KEKUASAAN: KASUS HOTLINE SMS PRESIDEN RI

Abstract

The main aim the this article is to study the impact of changing (from the Indonesian New Order to the Reformation Order) to the use of languange as the means of political communication. The change of regime had implicated to the alteration of the change in strategy and the way political elites manipulates the langungage for their own political interests. For this purpose this article is divided into two parts. The first part is more focused on conceptual analysis on the function of language as one of the most important toolas of power and the change of political strategy connecting to the use of language as the tool of power. The case of SMS (Short Massage Service) hotline of the President of Republic Indonesia is very interesting in which the top ruling elite tries to open direct communication to the people for channeling the aspiration. The hotline was also used for getting legitimation in connection with governement policy to raise the oil price and other unseccessful economic condition as promised during the presidential election campaign.

Key word: power, legitimation, personal branding, lip service