Najwa Putri Batrisyia, . (2026) POPULISME DIGITAL: BRANDING POLITIK GUBERNUR DEDI MULYADI DALAM MEMBANGUN CITRA HUMANIS DI MEDIA SOSIAL INSTAGRAM @DEDIMULYADI71. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
ABSTRAK.pdf Download (158kB) |
|
Text
AWAL.pdf Download (728kB) |
|
Text
BAB I.pdf Restricted to Repository UPNVJ Only Download (486kB) |
|
Text
BAB II.pdf Restricted to Repository UPNVJ Only Download (351kB) |
|
Text
BAB III.pdf Restricted to Repository UPNVJ Only Download (198kB) |
|
Text
BAB IV.pdf Restricted to Repository UPNVJ Only Download (2MB) |
|
Text
BAB V.pdf Download (132kB) |
|
Text
DAFTAR PUSTAKA.pdf Download (147kB) |
|
Text
RIWAYAT HIDUP.pdf Restricted to Repository staff only Download (149kB) |
|
Text
LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (608kB) |
|
Text
ARTIKEL KI.pdf Restricted to Repository staff only Download (203kB) |
Abstract
The transformation of political communication in the digital age has prompted political actors to leverage Instagram to cultivate a humanistic image through populist approaches, as exemplified by West Java Governor Dedi Mulyadi, who has amassed 5.7 million followers on @dedimulyadi71 with high engagement; however, an in-depth analysis of his digital populist strategy is not yet available. This study aims to examine Dedi Mulyadi’s political branding strategy in building a humanistic image on that account from March 2025 to June 2026, using the qualitative method of netnography, which involves interviews, online participatory observation, documentation, and Python-based sentiment analysis. The analysis integrates Pich and Newman’s three dimensions of political branding (Policy Brands, Symbolic Political Communication, Personal Political Brands) with Moffitt’s concept of populism as a political style and Gerbaudo’s concept of digital populism. The results show that policy content reaches a wider audience in terms of views, while direct interaction with the public dominates engagement in the form of “likes.” It can be concluded that Dedi Mulyadi’s political branding successfully built a humanistic image as an open, down-to-earth leader who is close to the people, while also proving that Instagram is not merely a medium for disseminating information but a strategic instrument for fostering engagement within the digital community. This study contributes to enriching the field of political communication and digital populism in the local Indonesian context, and provides practical guidance for political practitioners in designing authentic branding strategies while encouraging the public to be more critical of political content on social media.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 2210413044] [Pembimbing : Danis Tri Saputra Wahidin] [Penguji 1 : Nurdin] [Penguji 2 : Restu Rahmawati] |
| Uncontrolled Keywords: | Political Branding, Digital Populism, Humanist Image |
| 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: | NAJWA PUTRI BATRISYIA |
| Date Deposited: | 01 Sep 2026 03:18 |
| Last Modified: | 01 Sep 2026 03:18 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52675 |
Actions (login required)
 |
View Item |