THE NARRATIVE OF WOMEN'S EMPOWERMENT IN FIGHTING DISCRIMINATION ISSUES ON NAJWA SHIHAB'S SHOW: A CRITICAL DISCOURSE ANALYSIS STUDY

Abstract

This study analyzes the use of language by Najwa Shihab through video shows on her YouTube channel that aim to build a narrative of women's empowerment against gender discrimination in Indonesia. Through a critical discourse analysis approach, this research examines how the language used by Najwa, both in word choice, metaphor use, persuasive sentences, and agenda setting, serves as a tool to change social perceptions of women. This research uses a qualitative approach with a descriptive method. The data of this study were taken from three episodes of Najwa Shihab's show, namely "From Women to Women", "Why Should Women Vote?", and "Why Should We Vote for Women Candidates?". The analysis shows that Najwa Shihab consistently uses strong language to encourage women's empowerment, criticize discriminatory social structures, and fight for gender equality. Metaphors such as "women as agents of change" and persuasive rhetoric used serve to motivate audiences and challenge patriarchal views that limit women's roles. This research contributes to the understanding of how media, through discourse, can play an important role in fighting for social justice and gender equality.