Nida Sabila Jinan, . (2026) PERSONAL BRANDING POLITIK RIEKE DIAH PITALOKA DI INSTAGRAM: Analisis Semiotika Roland Barthes. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the semiotic construction and the formation of political myths that build Rieke Diah Pitaloka's political personal branding through her official Instagram account @riekediahp. Amidst the credibility crisis and public scrutiny toward politicians with celebrity backgrounds, Rieke Diah Pitaloka displays a distinct pattern of digital political communication focused on substantive issues. This research examines how visual and verbal signs in Instagram posts are systematically constructed to form specific political myths in the digital public sphere. This study uses a qualitative approach based on Roland Barthes' semiotic analysis framework. The research examines signs at the first level of signification (denotation), the second level of signification (connotation), and identifies the formation of political myths produced through the interaction of visual elements such as ethnic attire, gestures and facial expression, official documents, identity attributes, captions, statistical data, legal articles, also strategic and tematic hashtags. The results show that at the denotative level, @riekediahp's posts display factual documentation of parliamentary work, state budget oversight, legal advocacy, and inter-institutional coordination. At the connotative level, these visual and verbal elements radiate meanings of intellectuality, cultural elegance, decisiveness, and social empathy. The repetition of these connotative signs consistently naturalizes the emergence of a primary political myth, depicting Rieke Diah Pitaloka as a "Progressive, Critical, Intellectual, and Defender of Vulnerable Groups Female Politician." Through this semiotic construction, Rieke successfully transforms her identity from celebrity capital into intellectual and political capital, distinguishing her personal branding from typical celebrity-turned-politicians by utilizing social media as a tool for transparency and public accountability.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 2010411136] [Pembimbing : Yani Hendrayani] [Penguji 1 : Rini Riyantini] [Penguji 2 : Gustiana Sabarina] |
| Uncontrolled Keywords: | Political Personal Branding, Roland Barthes Semiotics, Political Myth, Instagram, Rieke Diah Pitaloka. |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform J Political Science > JA Political science (General) |
| 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: | NIDA SABILA JINAN |
| Date Deposited: | 25 Aug 2026 16:13 |
| Last Modified: | 25 Aug 2026 16:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53230 |
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