Lubis, Muhammad Rifqi (2023) Perbandingan Personal Branding Anies Baswedan dan Ganjar Pranowo Dalam Komunikasi Politik Di Media Sosial Instagram. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Social media is the main choice that is favored by the wider community to communicate. Instagram is one of the social media that is used by many people to share information. This social media utilization is now needed to the political realm, one of the social media users in the political realm is to make social media a forum for interaction between a leader and the community, an example that uses social media to interact with the community is Anies Rasyid Baswedan and Ganjar Pranowo. These two political figures use social media such as Instagram as a forum for the process of forming Personal Branding. This is certainly the Personal Branding of these two political figures through social media in order to get a positive image from the public.
This research uses a qualitative method. Descriptive research methods are used to conduct a more in-depth study on the comparison of Personal Branding Anies Baswedan and Ganjar Pranowo in political communication on Instagram social media. The personal branding of Anies Baswedan and Ganjar Pranowo can be seen from the concept of Piter Montoya, with 8 personal branding concepts.
Personal branding strategies in political campaigns are crucial because of the direct democracy system that requires legislative candidates to compete with other candidates. Personal Branding encourages everyone to understand and find the keys that can attribute themselves with uniqueness and promising values. The content uploaded is often related to personal activities and activities when meeting with the community. The content displayed by these two figures is also packaged with an attractive appearance accompanied by formal quotes that are easy for the public to understand and understand.
Personal branding will produce impressions, values, skills, behaviors and achievements that are built by someone intentionally or unintentionally for the purpose of showing one's image. Anies Baswedan and Ganjar Pranowo on their personal Instagram social media accounts @aniesbaswedan and @ganjar_pranowo basically follow the eight elements of personal branding formation, namely specialization, leadership, personality, difference, visible, unity, constancy and good name. Social media provides opportunities for everyone to participate in the political process. In addition to providing a new platform for the general public to express their political participation, social media also provides politicians with new ways to communicate with constituents, build relationships, disseminate political information and build personal branding.
Keywords: Personal branding, Social media, Political Communication

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