PERSONAL BRANDING MENGGUNAKAN FALSAFAH GOTONG- ROYONG DI MEDIA SOSIAL (Studi Deskriptif Kualitatif pada Postingan Akun Instagram @ganjar_pranowo periode 1 Juli – 31 Desember 2018)

Maiga Surya Ningarum, NIM .15730027 (2019) PERSONAL BRANDING MENGGUNAKAN FALSAFAH GOTONG- ROYONG DI MEDIA SOSIAL (Studi Deskriptif Kualitatif pada Postingan Akun Instagram @ganjar_pranowo periode 1 Juli – 31 Desember 2018). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The value of mutual cooperation is now eroded by each individual society's ego. This has become an unrgent phenomenon that must be realized by the relevant parties. In this case, the party that has influence on public policy and opinion is the government or political figure. There are many ways that can be used by these parties to revive the values of mutual cooperation that have begun to erode. One of the media that is currently widely used by the public is social media. Nowdays, instagram is one of the fastest growing social media, so that many political practitioners use instagram to create personal branding in order to communicate values that used in leadership such as mutual cooperation philosophy. In the middle of many people who had begun to forget the heritage of the current local culture, Ganjar Pranowo as the Governor of Central Java is one of the practitioners who still applied the mutual cooperation philosophy. The study used a descriptive method with a qualitative approach on @ganjar_pranowo Instagram. In this study use the concept of personal branding as a theoritical basis from Mantoya with data sources triangulation to test the validity of data. The results of this study indicates that there are philosophy mutual cooperation showed on Ganjar Pranowo personal branding. The most showed value of mutual cooperation are togetherness which is showed from the post where Ganjar Pranowo worked together with people, the value of unity shown byseveral photos where the residents gathered and united in carrying out mutual cooperation activities, and the value of helping can be seen from how Ganjar helped some residents.

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