BRANDING POLITIK CALON PRESIDEN PADA PEMILU 2024: STUDI KASUS PANGGILAN “ABAH” UNTUK ANIES BASWEDAN PADA SIARAN LANGSUNG TIKTOK

Gaza Revanza Bahruraji, . (2025) BRANDING POLITIK CALON PRESIDEN PADA PEMILU 2024: STUDI KASUS PANGGILAN “ABAH” UNTUK ANIES BASWEDAN PADA SIARAN LANGSUNG TIKTOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze Anies Baswedan’s political branding strategy through the use of the “Abah” symbol in TikTok livestreams during the 2024 presidential campaign. The emergence of “Abah” as an organic phenomenon from public interaction on social media reflects a shift from top-down campaign models to participatory and market-oriented approaches. Using a descriptive qualitative method, the data was collected through in-depth interviews, social media observation, and literature review. Jennifer Lees-Marshment’s theory of political branding serves as the primary analytical framework, focusing on five key indicators: strong political identity, recognizable symbols, strategic digital communication, voter segmentation, and consistent image management. The findings reveal that the “Abah” symbol was not engineered by the campaign team, but emerged as a spontaneous public response to Anies’s fatherly and approachable communication style. This branding succeeded in creating emotional closeness, reinforcing political identity differentiation, and positioning Anies as a relatable leader figure, especially among young TikTok users. The digital strategy developed by his campaign team further amplified the symbol’s reach, making it an integral part of Anies’s political narrative. The study concludes that the power of political branding lies in the ability to manage public responses and transform them into an authentic and consistent political identity.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110413140} [Pembimbing: Abdul Ghofur] [Penguji 1: Deni Angela} [Penguji 2: Jerry Indrawan]
Uncontrolled Keywords: Political Branding, Anies Baswedan, TikTok, “Abah” Symbol, Market-Oriented, Jennifer Lees-Marshment
Subjects: J Political Science > JA Political science (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: GAZA REVANZA BAHRURAJI
Date Deposited: 07 Sep 2025 11:16
Last Modified: 07 Sep 2025 11:16
URI: http://repository.upnvj.ac.id/id/eprint/38356

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