Adelia Putri Apriani, . (2026) ANALISIS BRANDING SEBAGAI ALAT KOMUNIKASI POLITIK: STUDI KASUS PERUBAHAN LOGO PSI TERHADAP CITRA PARTAI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
PSI changed its logo at the 2025 National Congress as a political communication strategy to build and strengthen the party’s image, amid unstable electoral support, negative public perceptions. This study aims to analyze the reasons behind the logo change and examine its use as strategy for shaping the party’s image. Using a qualitative approach with a case study method, data were collected through in-depth interviews and document analysis, then analyzed using Pich and Newman’s Political branding theory to understand the relationship between visual identity, political communication strategies, and party image formation. The results indicate that logo change represents PSI’s transformation into a more open, modern, and adaptive party in response to contemporary political dynamics. The elephant symbol in the new logo is interpreted representing intelligence, solidarity, organizational resilience. It can be concluded that the change in the PSI logo is an effective political communication strategy for building a narrative of the party’s openness and modernity; however, it hasn’t yet fully succeeded in changing the PSI’s image in the public eye because the success of political branding ultimately requires consistency in values, credibility, and public trust—which are built through actual political practices, not merely through changes in visual identity alone.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210413084] [Pembimbing: Muhammad Prakoso Aji] [Penguji 1: Nurdin] [Penguji 2: Lia Wulandari] |
| Uncontrolled Keywords: | Political branding, Political Communication, Party Image, PSI, Logo Change. |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JC Political theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | ADELIA PUTRI APRIANI |
| Date Deposited: | 03 Sep 2026 04:05 |
| Last Modified: | 03 Sep 2026 04:05 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53514 |
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