Kelvina Marsya Indiharsari Widodo, . (2025) PEMANFAATAN MEDIA SOSIAL X SEBAGAI BRANDING POLITIK ANIES BASWEDAN PADA PILPRES 2024 : Studi Netnografi Pada Akun @aniesbaswedan. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research was conducted with the aim of understanding how Anies Baswedan utilized social media platform X as his political communication strategy to build a positive image in his efforts to establish political branding for the 2024 Presidential Election. The study employed political communication theory and the concept of political branding as its theoretical foundation, using qualitative methods through a netnographic approach based on interviews and observational techniques in the form of content analysis. Based on the analysis of 157 posts uploaded through the @aniesbaswedan account during the three-week period before the 2024 Presidential Election voting, it was found that X was effectively utilized as a political communication medium for building political branding. In accordance with Lilleker's theory, the utilization of X transformed the role of social media from an information intermediary into a political interaction space that enables multi-directional dialogue. The research identified three key elements of political branding: (1) Visual elements featuring navy blue as a symbol of change and white as a representation of honesty and intellectualism; (2) Personality elements that portrayed a leader who is intellectual, courteous, populist, and visionary; and (3) Key political message elements that consistently conveyed the narrative of "Change." These three elements successfully built strong and memorable political branding through visual consistency and structured messaging. However, potential disruptions from buzzer activities were identified that could interfere with positive image formation. Overall, Anies Baswedan's utilization of social media platform X successfully formed a positive image that resonated with public perception, demonstrating the effectiveness of X as a political branding platform that enables direct communication and the formation of positive public perception. Keywords: Political Branding, Political Communication, Social Media, 2024 Presidential Election
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110413130] [Pembimbing: Jerry Indrawan] [Penguji 1: Anwar Ilmar] [Penguji 2: Danis Tri Saputra W] |
| Uncontrolled Keywords: | Political Branding, Political Communication, Social Media, 2024 Presidential Election |
| Subjects: | J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | KELVINA MARSYA INDIHARSARI WIDODO |
| Date Deposited: | 29 Aug 2025 07:01 |
| Last Modified: | 29 Aug 2025 07:01 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39529 |
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