Personal branding politisi melalui media sosial (analisis semiotika Instagram Ridwan Kamil)

Arnimas, C. Rimbi Edna Putri (2017) Personal branding politisi melalui media sosial (analisis semiotika Instagram Ridwan Kamil). Masters thesis, Universitas Pelita Harapan.

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Abstract

Social media has become a new phenomenon in the world of communication to build image in the digital era. Instagram as one of media social platform has been used as branding media in the virtual space to manage impression. This thesis discuss how is the representation of Ridwan Kamil’s personal brand as a politician through Instagram. This research uses qualitative approach by methodes of content analysis, semiotic technic of Charles S Peirce who is well known through his concept of triangle of meanings, which explain the relations between representament, object and interpretant. Research data collection conducted by primary data, which is direct observation of Ridwan Kamil’s Instagram, and through secondary data in form of literature and document study which correlates with this research. The research shows that personal branding bulit creatively through the instagram by means of sign activity create positioning and differentiation in politics and reconstruct the identity of Ridwan Kamil as a leader needed in the digital era. / Media sosial menjadi fenomena baru dalam dunia komunikasi politik untuk membentuk citra di era digital. Instagram sebagai salah satu platform media sosial digunakan sebagai media branding di ruang virtual untuk mengelola kesan. Tesis ini membahas bagaimana representasi personal brand Ridwan Kamil sebagai politisi melalui instagram. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian analisis isi, teknik semiotika dari Charles S Peirce yang dikenal dengan konsep triangle meaning, yaitu hubungan antara representamen, objek dan interpretant. Pengumpulan data penelitian dilakukan dengan data primer, yaitu observasi akun Instagram Ridwan Kamil, serta data sekunder berupa studi kepustakaan dan dokumentasi yang terkait dengan penelitian. Hasil penelitian menunjukkan bahwa personal branding melalui instagram secara kreatif dengan menggunakan sign activity membentuk positioning dan diferensiasi dalam politik serta mengkonstruksi identitas Ridwan Kamil sebagai pemimpin yang dibutuhkan di era digital.

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