Mutiara Safina, . (2024) STRATEGI POLITICAL BRANDING PRABOWO SUBIANTO DI MEDIA SOSIAL INSTAGRAM @PRABOWO PADA PEMILU 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research discusses about Prabowo Subianto's political branding strategy in the social media Instagram @prabowo in the 2024 Election which was researched in the period July to December 2023. Prabowo's previous political branding failure was based on the harsh and authoritarian attitude that was formed and visible in him. So towards the 2024 elections, Prabowo Subianto created a branding strategy by transforming in a humanist direction and being more accessible to lower class people without losing the firm impression that had formed within him. Prabowo Subianto's political rebranding was started by the National Campaign Team (TKN) and supported by the social media team by following the latest trends. The construction in social media shows Prabowo's side which looks cute and adorable. This research aims to answer how Prabowo Subianto's political branding strategy was formed in Instagram. Then, this research uses a netnography method which combines a descriptive qualitative approach with data processing on the Internet assisted by software. This research is based on political branding theory by Pich and Newman. The results of this research found that 4 indicators in political branding theory, namely personal political brands, positive brand associations, celebrity endorsements, and social media branding greatly influence the success of Prabowo Subianto's political branding. Then, based on the underlying evidence from this research, it is shown that personal political brands dominate the success of political branding strategies for the 2024 Election.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1910413084] [Pembimbing : Anwar Ilmar] [Penguji 1 : Nurdin] [Penguji 2 : Muhammad Prakoso Aji] |
| Uncontrolled Keywords: | Transformation, Political Branding, 2024 Election |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) J Political Science > JC Political theory J Political Science > JF Political institutions (General) J Political Science > JQ Political institutions Asia |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | MUTIARA SAFINA |
| Date Deposited: | 17 Sep 2024 03:29 |
| Last Modified: | 17 Sep 2024 03:29 |
| URI: | http://repository.upnvj.ac.id/id/eprint/32334 |
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