STRATEGI AMERIKA SERIKAT DALAM MENYAMPAIKAN NATION BRANDINGNYA MELALUI AKUN @SHAREAMERICA DI X

This research aims to analyze the United States' nation branding strategy on the X platform using Keith Dinnie's nation branding theory. The research focuses on how the @ShareAmerica account builds a positive nation brand through the digital content it publishes. The research method used is descriptive qualitative with a documentation study approach toward the account's posts. The results show that the United States actively utilizes the X platform as a means of digital diplomacy to convey its national identity. Values such as democracy, freedom, innovation, and international cooperation are represented through content showcasing real-world activities, such as foreign investment, global collaboration, and the development of technology and education. This strategy demonstrates that nation branding is built not only through conceptual statements but also through representations that can be verified by the public. However, this research also found limitations in the aspect of audience interaction, particularly the minimal number of comments on posts. Although the comment sections on each post are not entirely closed, the @ShareAmerica account itself exercises control over its posts to maintain message consistency and avoid potential negative interpretations. Thus, the United States' nation branding through the X platform can be considered effective in building a national identity narrative, but it still has limitations in comprehensively measuring audience response and engagement.