Nyimas Siti Najma Dasa Jauzah, . (2026) STRATEGI KOMUNIKASI INSTAGRAM @PROJECTM_ORG DALAM MEMBANGUN BRAND IDENTITY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of digital media in an era of information overload has transformed how organizations communicate, demanding strategic use of new media platforms like Instagram. This study examines how the digital media @projectm_org builds its brand identity through strategic visual communication on Instagram. Using a descriptive qualitative method, data was collected through observation and in-depth interviews with graphic designers, followers, non- followers, and branding practitioners. The findings reveal that Project Multatuli constructs a strong brand identity through four key strategies: collaborative planning across divisions, consistent execution of key visual elements, an adaptive process, and cross-divisional collaboration as the core of content production. This visual communication successfully differentiates them from mainstream media, establishes a perception of a firm and bold character, and creates meaning as a source of critical information and a voice for marginalized groups. The study concludes that a recognizable media brand identity, which successfully communicates core organizational values, is crucial for building audience emotional engagement.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210411316] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Witanti Prihatiningsih] [Penguji 2: Windhi Tia Saputra] |
| Uncontrolled Keywords: | Communication Strategy, Brand Identity, Instagram, Project Multatuli, Non-Profit Branding. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | NYIMAS SITI NAJMA DASA JAUZAH |
| Date Deposited: | 27 Apr 2026 08:03 |
| Last Modified: | 27 Apr 2026 08:03 |
| URI: | http://repository.upnvj.ac.id/id/eprint/42280 |
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