Rhetorical Strategies on Tiktok

Rhetoric is the art of employing language effectively for specific purposes, such as presenting ideas or viewpoints, persuading, convincing, and influencing audiences, whether orally or in writing. Rhetorical competence involves the ability to construct sound arguments, select appropriate linguistic styles, and organize strategies for delivering messages clearly and engagingly. In the context of daily life, rhetoric is closely intertwined with various domains—not only politics, education, law, business, and everyday communication, but also health—where it serves as a means to foster understanding and promote healthier lifestyles. Accordingly, this study aims to identify and analyze rhetorical strategies in the TikTok application of Dr. Samhan. The study adopts a qualitative approach using content analysis of 20 selected videos based on specific criteria. The analysis is guided by the concept of rhetorical strategies proposed by Idris Aman (2006). The findings indicate that argumentative rhetorical strategies are the most frequently employed in conveying health information on Dr. Samhan’s TikTok platform. Such strategies are predominantly realized through topical statements, factual assertions, as well as conditions and assumptions, all of which strengthen arguments and ensure that the core messages are delivered clearly and comprehensibly. In contrast, narrative rhetorical strategies are the least utilized, as narrative techniques involving character portrayal, story development, imagery, and narrative language are less suitable in health-related contexts, where information must be presented accurately, factually, and concisely. Furthermore, the findings of this study contribute to the advancement of digital health communication practices by demonstrating that the careful selection of rhetorical strategies can enhance the effectiveness of information delivery, build trust, and encourage positive attitudinal and behavioral changes among social media users.