Institutional Repository UIN Sunan Kalijaga YogyakartaPERSONAL BRANDING RAYMOND CHIN DI PODCAST YOUTUBE PADA SEGMEN ESCAPE CONTENTNIM.: 22102010025Kamila RamadhaniauthorDigital media, particularly YouTube, has become an important space for content creators to build personal branding, including when they venture into themes outside their main area of expertise. This phenomenon is evident in Raymond Chin, a creator with a non-religious background, who in the "Escape Content" segment positions himself as a learner in issues of religion and diversity. This pattern differs from previous studies on personal branding, which generally focus on da'wah (Islamic preaching) figures who instead move toward the popular sphere. This study aims to analyze the construction of Raymond Chin's personal branding in the episode "AGAMA TERBAIK DI INDONESIA?!" ("THE BEST RELIGION IN INDONESIA?!"), which features three guests: Felix Siauw, Bintang Emon, and Veren Ornela. The study employs a qualitative descriptive approach with Roland Barthes's semiotic analysis at the levels of denotation, connotation, and myth, which is then linked to six elements of Peter Montoya's personal branding, namely specialization, personality, distinctiveness, credibility, consistency, and value. The results show that Raymond Chin's personal branding in this segment is primarily constructed through an honest and reflective personality, as well as credibility built from an openness to acknowledging the limits of his knowledge. Both elements are supported by consistency of attitude across topics and specialization as a discussion facilitator, while the elements of distinctiveness and value are only identified at an early stage. This study concludes that a creator's credibility does not always need to be built through claims of authority, but can instead be built through honesty and openness. The dominant personal branding element also depends on the content's context and the direction of the creator's communication shift.302.231 Media Komunikasi, Media Massa, Media Sosial2026-08-26UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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