ISSN: 2222-6990
Open access
Rhetoric in the writing of scholarly books published by publishers in public universities and government institutions or the Majlis Penerbitan Ilmiah Malaysia (MAPIM) is a marketing strategy used upon the society, but is not known to the public. In fact, little academic research has been conducted on the book publishing industry in the country, even though this scholarly genre is proven to record specific expertise and fields to be shared, and at the same time needed by the community. Thus, this study aims to identify the type of rhetoric used in selected Malay-language scholarly books in connection with the marketing strategy practiced by MAPIM Publishers and analyze the use of rhetoric in selected Malay-language scholarly books by applying the Modern Rhetorical Theory (1993) by Enos and Brown. This study uses text analysis methods to analyze rhetoric in scholarly books. This study found three modes of rhetoric, which are, descriptive rhetoric, explosive rhetoric, and argumentative rhetoric have been well-used in the writing of Malay-language scholarly books as a strategy to disseminate knowledge through captivating language and also guarantee effective delivery of information. This is in line with the main objective of MAPIM to ensure that high-quality scholarly books can be offered as a product that meets the needs of the target group as the development of scholarship to the community.
Journals
Bakar, M. A. (2015). Retorik Pembangunan Sosioekonomi Masyarakat Dalam Laporan
Media Cetak. Jurnal Linguistik, 20(1), 010-025.
Hashim. (2019). Perkembangan Jurnal Ilmiah Melayu dalam Kalangan Melayu Watan.
Jurnal Melayu, 83(6), 137-152.
Nizam, S. (2019). Retorik dalam Risalah Iklan Makanan Segera di Seksyen 7, Shah
Alam, Selangor. Jurnal Kesidang, 1(1), 102-127.
Osman, Z. (2017). Retorik Penulisan Ilmiah: Penilaian Berdasarkan Prinsip
Kerjasama Grice. International Journal of Language Education and Applied Linguistics, 09(1), 69-83.
Books
Adnan, H. (2019). Industri Buku di Malaysia: Isu-Isu dan Cabaran. Kuala Lumpur:
Penerbit Utusan.
Adnan, H. (2018). Penerbitan dan Pemasaran Buku di Malaysia. Kuala Lumpur: Penerbit
Universiti Malaya.
Aristotle. (1991). The Metaphysics. New York: Prometheus Books.
Dryzek, J. S. (2010). Climate-Challanged Society. United Kingdom: Oxford University Press.
Enos, T., Brown, S. C. (1993). Defining the New Rhetorics. United States: Sage Publications.
Garrison, D. (2021). The Arawack Language of Guiana in Its Linguistic and Ethnological
Relations. New Delhi: Lector House Publisher.
Gorys, K. (1989). Buku Argumentasi dan Narasi. Indonesia: Penerbit Gramedia.
Hamid, A. A. (2001). Pengenalan kepada Penulisan Ilmiah. Kuala Lumpur: Penerbit
Universiti Teknologi Malaysia.
Hussain, A. (2019). Masuk Ke Dalam Cahaya. Kuala Terengganu: Penerbit Yayasan Islam
Terengganu.
Leech N. (1993). Principle of Pragmatics.London: Longman Publications.
Omar, A. (2007). Bahasa iklan perniagaan: satu kajian bahasa retorik. Kuala Lumpur:
Dewan Bahasa dan Pustaka.
Omar, A. (1988b). Bahasa Iklan Perniagaan: Satu Kajian Bahasa Retorik. Kuala Lumpur:
Dewan Bahasa dan Pustaka.
Phelan, M. (2017). Language File Materials for an Introduction to Language and Linguistic
(12th ed). United States: The Ohio State University Press.
Samani, M. C. (2018) Penerbitan: Teori dan Praktis. Sarawak: Penerbit Unimas.
Talib, O. (2010). Aplikasi Penulisan Artikel Jurnal. Kuala Lumpur: PTS Publications.
Tarigan, H. (1986). Pengajaran Prakmatik. Jakarta: Penerbit Angkasa.
Yaakob, A. (2018). Retorik Kewartawanan Melayu. Kuala lumpur: Dewan Bahasa
dan Pustaka.
Online Newspaper Articles
Amir, J. (2019). Buku ilmiah berbahasa Melayu: Melukut di tepi gantang.
Sarawak Voice. Retrived from https://sarawakvoice.com/2019/02/04/buku-ilmiah-berbahasa-melayu-melukut-di-tepi-gantang/.
Ahmad, N. (2018). Trend pembacaan rakyat capai Sasaran negara maju.
Berita Harian.
https://www.bharian.com.my/bhplus-old/2017/01/234637/trend-pembacaan-rakyat-capai-sasaran-negara-maju.
Magazine Article
Sabran, R. (2002). Retorik pendedahan dan penghujahan. Pelita Bahasa, 14 (11).
Thesis
Baharom, S. (2008). Retorik dalam Novel-Novel Abdullah Hussain. (PhD’s Thesis, University Putra Malaysia). University Putra Malaysia, Serdang, Selangor.
In-Text Citation: (Asri et al., 2021)
To Cite this Article: Asri, N. F. M., Sha’ri, S. N., Kamaruddin, R., Hamzah, Z. A. Z., & Rodi, R. C. (2021). Application of Rhetoric in The Malay-Language Scholarly Books as a Product Marketing Strategy. International Journal of Academic Research in Business and Social Sciences, 11(8), 275–285.
Copyright: © 2021 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode