Persuasion in Indonesian Food Blogs

Ivena Clarissa


This study is a rhetoric study about the modes of persuasion. The writer chose this topic for her study since she realizes that social media, especially blog, as found in Indonesian food blogs has become inseparable part of people's lives, especially blog, as well as many cafes and restaurants pop up in Jakarta, Indonesia. One thing that has caught the writer’s attention and curiosity to write on this particular topic is the way food bloggers persuade or attract their readers through their blogs. The aims of this study were to describe and to analyze the modes of persuasion commonly used in food bloggers post. The writer used Ethos, Pathos, Logos as her framework of analysis. For the sources of data, the writer used the blogs from three famous food bloggers in Jakarta, Indonesia. In this study, the writer herself acted as the instrument of the study. The writer chose and collected the data she needed. Then, she analyzed the data by using several tables. In the findings and discussion, the writer found that the food bloggers mostly use Pathos as their ways to persude the readers. The writer found several categorises in order to analyze the data based on the modes of persuasion such as: ethos consists of ethos through experiences, citing reliable sources, and demonstrating good will. Pathos consists of happy or satisfactory emotions, disappointed or unsatisfactory emotions, and communicate to the readers directly. Logos consists of facts or research, common-sense information, and value.


Ethos; Logos; Pathos; Credibility; Emotion; Logic

Full Text:



Aho, J. (1985). Rhetoric and the invention of double entry bookkeeping. Rhetorica: A journal of the History of Rhetoric, 3, 21-43.

Anggraini, D. (2009). Persuasive ways used by multilevel marketer of tianshi. Retrieved from

Brett & McKay, K. (2010, December 21). Classical rhetoric 101: The three means of persuasion. Retrieved from

Danial, H. Eat and Treats. Retrieved from

Demirdöğen, Ü. D. (2010). The roots of research in (political) persuasion: Ethos, pathos, logos and the yale studies of persuasive communications. p. 192.

Erin, H. (2015, March 9). Ethos, pathos, logos: Be more persuasive in your next essay. Retrieved from

Fact. (n.d.). Retrived from

Gretarsson, G. S. (2012). Advertising Alcohol: A Rhetorical Analysis of Light-Beer Advertisements.

Higgins, C.; Walker, R. (2012). Ethos, logos, pathos: Strategies of persuasion in social/environmental reports. p. 198.

Marlina, M. My Fun Food Diary. Retrieved from

Menon, R. (2015). What is food blogging and how to become a food blogger. Retrieved from

Murthy, D. M. (2014). A study on aristotle's rhetoric. p. 251.

Research. (n.d.). Retrived from

Rorty, A. O. (1996). Essays on aristotle’s rhetoric. Berkeley and Los Angeles, CA: University of California Press.

Ruby, F. Wanderbites. Retrieved from



  • There are currently no refbacks.

Supported by:

Indexed in:





Stats (installed since 17 December 2018)
View My Stats