penonjokan

Penonjokan is a term used in Indonesian-language discourse to refer to the deliberate act of making someone or something stand out within a communication, performance, or design. The concept is derived from the verb menonjol, meaning to stand out, with the nominalizing suffix -kan, yielding a process or practice of promoting prominence.

In rhetoric, media studies, marketing, and design, penonjokan describes techniques that elevate a particular message, feature, or actor above others to capture attention or signal importance. Practitioners apply it through framing, sequencing, repetition, contrast, and selective emphasis. In visual media, prominence can be achieved via size, color, typography, and placement; in speech, through emphasis, pacing, and reiteration; in written text, via headings, typographic emphasis, and information architecture.

The term is most commonly found in contemporary Indonesian-language discussions and is not yet universally formalized in academic terminology. It overlaps with related concepts such as menonjolkan (to emphasize) and penonjolan (the act of highlighting). Critics argue that excessive penonjokan can distort perception or crowd out other information, particularly in media and political communication.