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Abstract: This research aims to reveal the charges on the empowering of the style of language in the campaign discourse. The research design was critical discourse analysis which analyzes the discourse in three dimensions simultaneously, namely (1) a description of the texts of the campaign, (2) the interpretation of the discourse practices, and (3) explanation of socio cultural practices. In this research it was found that the empowering style of language in the campaign discourse contains political content: concretize abstract, obscure purpose, strengthen ideological message, informing or explaining something, convince the masses of voters, affect the mass of voters, self-effacing, highlight the perpetrator, self-image is president candidate, shows solidarity, respecting others, contrasting the two concepts, denies smear campaign, evade or avoid criticism, threatening opponent, criticized the government's policy, insinuating the nation itself, invites or ordered people or the mass of voters to support the vision, mission, or program, and directing voters to vote a certain president candidate.
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