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"Effective presidential rhetoric is an important issue. This study investigated the argumentation of President Susilo Bambang Yudoyono's State of Nation Address 2006. The argumentation to investigate encompasses clain, narration, explanation, and evaluation which consists of validity, reliability, and significancy. Content analysis is employed by investigating every word, phrase, and discourse in the text. It is discovered that the address does not belong to the rhetoric of crisis, and it puts more importance on economy than most other issues, and it was prepared to avoid controversy. It was dominated by narration than other elements of argumentation, and it was a lack of evaluation which consists of validity, reliability, and significancy."

"ABSTRAK Malaysia adalah negara multikultural dengan Melayu sebagai etnis asli dan terbesar, karena itu lah budaya Melayu menjadi dasar perkembangan budaya di Malaysia. Baju kurung dan baju Melayu yang tadinya milik etnis Melayu kini menjadi pakaian nasional Malaysia yang menunjukkan identitas nasional dan nation branding. Menurut Hall 1990 , identitas bukan lah sesuatu yang tetap dan bergantung pada positioning. Sedangkan Anholt 2013 berargumen bahwa identitas merupakan bagian dari nation branding. Penelitian kualitatif ini melihat bagaimana penerimaan kaum muda Malaysia terhadap baju kurung dan baju Melayu sebagai identitas nasional dan nation branding. Penulis menemukan bahwa identitas yang ditampilkan melalui keduanya dapat berupa identitas Melayu dan identitas nasional Malaysia karena keduanya dipakai oleh seluruh etnis di Malaysia. Di dunia internasional, keduanya juga menjadi pakaian yang menunjukkan identitas Malaysia, sehingga citra yang ditampilkan melalui nation branding dapat terlihat melalui baju kurung dan baju Melayu. Kata kunci:Malaysia; baju kurung; baju Melayu; identitas; nation branding

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ABSTRACT Malaysia is a multicultural country with Malay as the indigenous and the largest ethnic, hence Malay culture is the foundation of the development of Malaysia rsquo s culture. Baju kurung and baju Melayu belonged to the Malays have became Malaysia rsquo s national costume that shows national identity and nation branding. According to Hall 1990 , identity is not fixed and has positioning. Anholt 2013 argues that identity is a part of nation branding. This qualitative research examines on how youths in Malaysia is accepting baju kurung and baju Melayu as their national clothing and nation branding. The author found that the identity that is shown through baju kurung and baju Melayu could be the Malay and Malaysia rsquo s national identity due to both costumes are worn by all ethnics in Malaysia. In the international world, those costumes have become the clothing which represent Malaysia rsquo s identity, so that image is shown through nation branding could be seen by means of baju kurung and baju Melayu. Keywords Malaysia baju kurung baju Melayu identity nation branding"