Aqil Fajri Hidayat, . (2026) ANALISIS TAGLINE “GEMOY” SEBAGAI BRANDING POLITIK PRABOWO SUBIANTO PADA PILPRES 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the use of the "Gemoy" tagline as a political branding strategy for Prabowo Subianto during the 2024 Presidential Election. The "Gemoy" phenomenon is a compelling subject of study because it emerged and evolved amidst the dynamics of digital political communication—particularly on social media—before being adopted as part of a political campaign strategy. This tagline is understood not merely as a campaign slogan but as a political symbol used to craft a new image for Prabowo Subianto: one that is more personable, relaxed, friendly, and relatable to young voters. The study employs a descriptive qualitative approach, with data collected through interviews, literature reviews, and document analysis. Informants included campaign team members, political analysts, and political communication experts knowledgeable about the "Gemoy" political branding phenomenon in the 2024 election. The data were analyzed through the stages of data reduction, data presentation, and conclusion drawing. The results indicate that the "Gemoy" tagline originated from public reactions on social media to Prabowo Subianto’s gestures, expressions, and appearance; it was subsequently leveraged strategically by the campaign team as a political branding tool. The tagline served to reposition Prabowo’s image—shifting it from a figure previously associated with sternness and a military background to one who is more approachable, communicative, and relevant to popular culture. The study concludes that the "Gemoy" tagline was an integral part of a political branding strategy reflecting the evolving patterns of political communication in Indonesia’s digital era. These findings demonstrate that contemporary political communication increasingly emphasizes the use of symbols, emotional connection, and adaptation to the nature of digital media within electoral contests.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110413178] [Pembimbing: Jerry Indrawan] [Penguji 1: Ana Sabhana Azmy] [Penguji 2: Danis Tri Saputra Wahidin] |
| Uncontrolled Keywords: | Political branding, Political communication, Gemoy, Social media, 2024 Presidential Election |
| Subjects: | J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | AQIL FAJRI HIDAYAT |
| Date Deposited: | 03 Sep 2026 08:18 |
| Last Modified: | 03 Sep 2026 08:18 |
| URI: | http://repository.upnvj.ac.id/id/eprint/54185 |
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