New Media in Building Politician Personal Branding
New Media dalam Membangun Personal Branding Politisi
DOI:
https://doi.org/10.21070/ups.1174Keywords:
New Media, Personal Branding, PoliticianAbstract
This study discusses new media that users use in building personal branding. The purpose of this research is to analyze Sandiaga Uno's personal branding on Instagram and Tiktok social media. This study uses a qualitative method. This research instrument utilizes secondary data based on posts in the form of photo and video documentation published by the Instagram accounts @sandiuno and Tiktok @sandiuno.official based on eight personal branding concepts (the eight laws of personal branding) and dramaturgy theory. The results of this study are that Sandiaga Uno publishes more on Instagram than Tiktok. The personal branding developed by Sandiaga Uno is successful because it is in sync with eight personal branding concepts. In dramaturgical theory, the front stage shows Sandiaga Uno's good side, while the back stage does not show his personal life and dark past.
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