PERAN PERSONAL BRANDING ELIT POLITIK DALAM PEMBENTUKAN IDENTITAS PARTAI POLITIK (STUDI DESKRIPTIF KUALITATIF PERSONAL BRANDING PRABOWO DALAM IKLAN TVC PARTAI GERINDRA)

LAILIS SUNAIKAH , NIM. 10730047 (2014) PERAN PERSONAL BRANDING ELIT POLITIK DALAM PEMBENTUKAN IDENTITAS PARTAI POLITIK (STUDI DESKRIPTIF KUALITATIF PERSONAL BRANDING PRABOWO DALAM IKLAN TVC PARTAI GERINDRA). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

Today, the influence of the mass media in political life is enormous. Political parties require the existence of mass media in creating a good relationship with the audience. Television became a mass media that is often used by political parties as a means to advertise. For the sake of persuading the target audience, the political advertisements must be packaged as attractive as possible. Strategies used in political advertisements often with shows of its political leaders. Development of personal branding political leaders must be able to establish a positive identity as a political party in the public perception. Gerindra a party that campaigned frequently shows Prabowo in political advertising on television. The results of the vote counting legislative elections 2014, Gerindra placing in the top three political parties with the most votes. It is certainly not free from Prabowo persona as a central figure. For the sake of knowing it all, hence the need for an assessment of the role of personal branding political figure in the development of a political party identity through advertising. The title of this study is ROLE OF POLITICAL ELITE’S PERSONAL BRANDING FOR IDENTITY DEVELOPMENT OF POLITICAL PARTIES (Qualitative Descriptive Study of Prabowo’s Personal Branding in Gerindra’s TVC Advertisement). The purpose of this study is to determine the role of Prabowo’s personal branding at the Gerindra’s TVC advertisement for development of Gerindra’s identity. This study is descriptive qualitative research. Data collection techniques used in this study is the documentation Gerindra’s ads files begin from January to April 2014, library research, and in-depth interviews to managers and Gerindra cadres, sympathizers Prabowo / Gerindra, and communication experts. Based on the results of this study concluded that the increased Gerindra electability not be separated from the role of the rising popularity of Prabowo as Gerindra political machine that runs well, for example, conducted a c political advertising. Prabowo appearance in any advertising Gerindra is one step that is done to build his personal branding. As Chairman of the Board of Trustees and the presidential candidate of Gerindra, Prabowo figure can not slip away from the Gerindra’s image. The prominent things of Prabowo are firm and assessed clean be the main attraction in the vote. Gerindra considered a viable alternative in the midst of poor public confidence in the established parties that exist and the condition of the people was not satisfied with the government of President Susilo Bambang Yudhoyono. The Gerindra cadres associate their identity party as part of its commitment in the fight for the Gerindra’s values and ideals. Six courses of action that is brought by Gerindra also built the image or reputation of the party.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Keywords: personal branding, political advertising, identity of the political party
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Miftahul Ulum [IT Staff]
Date Deposited: 08 Dec 2014 15:55
Last Modified: 08 Jan 2016 10:37
URI: http://digilib.uin-suka.ac.id/id/eprint/15043

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