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PERSONAL BRANDING TOKOH POLITIK DI MEDIA SOSIAL PADA PILKADA JAWA TIMUR 2018 (Analisis Isi Akun Instagram Khofifah Indar Parawansa)

Annisa, Faradea (2018) PERSONAL BRANDING TOKOH POLITIK DI MEDIA SOSIAL PADA PILKADA JAWA TIMUR 2018 (Analisis Isi Akun Instagram Khofifah Indar Parawansa). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

There is an existence of the law of parliamentary threshold or threshold of political parties. Based on Article 208 Law No. 8 Year 2012, the political parties that get the vote of at least 3.5%, can gain seats in parliament. This means that the competence between candidates are getting tighter. Thus, the effective and creative strategy are needed in order to get credibility and electability in the public. Personal branding is becoming an effort to build self-image of a political figure in gaining public trust and support which ultimately affects the voting results. Politic is one field that requires high publicity. Social media as a new mass communication media in the campaign is very important in building personal branding and the image of the candidates (political figure). For Khofifah, local election of East Java 2018 was her third candidacy. Hence, the effective strategies are surely needed to be done by Khofifah, such as: personal branding in social media. Based on those background, the researcher is attempted to investigate personal brands built by Khofifah Indar Parawansa on local election of East Java 2018 through postings and captions in her Instagram account. The theory employed in this research was personal branding theory of Hubert K. Rampersad by using content analysis method. This theory was emphasizing the strong authentic branding, consistent, memorable and sustainable which was related to the important criteria for building an effective personal brand. Those 11 criterion were Authenticity, Integrity, Consistency, Specialization, Authority, Relevance, Visibility, Difference, Persistence, Kindness, and Performance. Furthermore, this research employed descriptive quantitative approach. The object of this research was postings and captions of Khofifah’s Instagram account from February to June. Finally, the data collection was conducted by documentation. The findings of this research showed that personal branding built by Khofifah Indar Parawansa through Instagram was found in the form of Relevant, Authority, Consistency, Kindness, Visibility, Persistence, Otherness and Integrity. The personal branding built by Khofifah was dominated by Relevant personal brand which was counted 33,3% or 9 of 27 postings in accordance with the captions. Additionally, Integrity was becoming the main character and condition to be a leader. However, the Integrity personal branding in this research was considered as the lowest which was counted 3,7%, or only in one posting. The Integrity personal branding was no longer preferred. A prospective leader especially Khofifah was more importantly branding herself as a relevant person, namely a leader who looked more concerned with the interests of the community and did the things that were considered important to the public.

Item Type: Thesis (Bachelors Degree (S1))
Additional Information: 201410040311250
Uncontrolled Keywords: Personal Branding, Content Analysis Quantitative , Political Figure, Social Media
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HE Transportation and Communications
Divisions: Faculty of Social and Political Science > Department of Communication Science
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 26 Dec 2018 04:37
Last Modified: 26 Dec 2018 04:37
URI : http://eprints.umm.ac.id/id/eprint/42580

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