Analisis Retorika Video Mukbang Tanboy Kun Di YouTube

Abstract

The phenomenon of mukbang, which involves consuming large portions of food on camera, has gained popularity in Indonesia. One of the most well-known mukbang content creators is Tanboy Kun, recognized for his extreme food challenges. This research analyzes the rhetorical strategies used by Tanboy Kun in his videos through Aristotle’s rhetorical theory—ethos, pathos, and logos—and the five canons of rhetoric. Using a qualitative method with a critical paradigm, this study focuses on how audiovisual messages shape audience perception and emotional engagement. Results reveal that Tanboy Kun effectively builds credibility (ethos), evokes emotional responses (pathos), and presents structured, logical messages (logos). The use of rhetorical canons further strengthens his persuasive
communication. This study contributes to media communication research and offers insights for digital creators to engage audiences through persuasive rhetorical strategies.