%A NIM. 15730057 ARI NURHAMDIYAH
%O Dr. Iswandi Syahputra, S.Ag., M.Si.
%T POLITICAL BRANDING JOKOWI SEBAGAI CALON PRESIDEN
(Analisis Isi Timeline Akun Twitter @jokowi Pada Bulan Desember 2018)
%X This research aims to determine the political branding that is built by
Jokowi during presidential election in 2019 on his official Twiiter
account @jokowi in December 2018. This research is classified as a
quantitative content analysis.The population of this study is all the post
from Twitter @jokowi in December 2018, and the post during that time
are 67 posts. Methods of data collection are using screen capture
documentation of post on Twitter @jokowi, and by doing research on
literature obtained from books, journal, internet, coding sheet, and
other studies are considered to be relevant.
The analysis result found that: (1) Jokowi’s political branding is built
by three aspects, personalities, appearance, and political key message.
(2) Personalities can be shown in four categories, relationship,
originality, technological user, and personal value. 11.94%
relationship is built by Jokowi with beetwen the public and
organization. 2.99% originality is built by showing role as patriarch.
13.43% technological user is built by doing vlog. 8.96% personal value
is built by doing expression of congratulation. (3) Appearance can be
shown in three categories, clothes, hair style, and hand sign. 35.82%
shown that Jokowi using white shirt. 47.76% of hair style by not using
any accsesories. 7.67% hand sign is showing gesture of hand shake. (4)
Political key message can be shown in four categories, hope, public
support, activity report, and political platform. 10.45% hope is talking
about the infrastructure. Public support only takes 1.49%. 26.87%
activity report is shown by doing visitation. 11.94% political platform
is shown by talking about achievement.
%K Jokowi, Presidential Candidate, Political Branding, Social Media, Twitter
%D 2019
%I UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA YOGYAKARTA
%L digilib38144