BRANDING POLITIK PASANGAN CALON PRESIDEN DAN WAKIL PRESIDEN PRABOWO - GIBRAN DALAM KAMPANYE PEMILIHAN UMUM 2024 (Analisis Semiotika Instagram @gerakanmileanialindonesia)

VENOYA SALSABILLAH HAAJIROH ISWANTO, 202010040311188, Communication Science, Faculty of Social and Political Sciences, University of Muhammadiyah Malang. Political Branding of Presidential and Vice Presidential Candidate Prabowo Gibran in the 2024 General Election Campaign (Semiotic Analysis of Instagram @gerakanmilenialindonesia).
This research discusses the Political Branding of President and Vice President Prabowo - Gibran in the 2024 Election Campaign using semiotic theory analysis on the Instagram account @gerakanmilenialindonesia. This research uses descriptive qualitative research methods with a constructivism paradigm and uses C.S. Peirce's semiotic theory as a scalpel which divides signs into three elements, namely icons, indices, and symbols. Data collection from this study uses documentation which is the object of this research, namely posts in the form of photos and videos in the feed of the Instagram account @gerakanmilenialindinesia. From this research, to find out the meaning behind the signs used by Prabowo and Gibran in shaping political branding in the 2024 elections through the @gerakanmilenialindinesia Instagram account. Researchers will analyze and describe the personal branding of Prabowo and Gibran through the content of the @gerakanmilenialindonesia Instagram account which contains elements of icons, indexes, and symbols and combine them into political branding. Then, researchers describe the relationship between the elements of icons, indexes, and symbols with political branding. The results of this study show that the political branding displayed in the @gerakanmilenialindonesia Instagram account which contains elements of icons, indexes, and symbols is the branding of Prabowo and Gibran both displayed in a positive and more expressive manner. In the account, it is shown that Prabowo and Gibran side with the youth and portray them as today's leaders by presenting humor that is relevant to the lives of young people which is used as a form of generating optimism and nationalism in carrying out the political vision and mission while still showing a firm attitude in implementing policies and actions of a political actor.