eprintid: 79504
rev_number: 11
eprint_status: archive
userid: 12460
dir: disk0/00/07/95/04
datestamp: 2026-10-28 02:00:55
lastmod: 2026-10-28 02:00:55
status_changed: 2026-10-28 02:00:55
type: thesis
metadata_visibility: show
contact_email: muh.khabib@uin-suka.ac.id
creators_name: Kamila Ramadhani, NIM.: 22102010025
title: PERSONAL BRANDING RAYMOND CHIN DI PODCAST YOUTUBE PADA SEGMEN ESCAPE CONTENT
ispublished: pub
subjects: 302.23
divisions: jur_kpi
full_text_status: restricted
keywords: Personal Branding, Podcast, Raymond Chin, Semiotika
Roland Barthes, YouTube
note: Muhamad Lutfi Habibi, M.A.
abstract: Digital 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.
date: 2026-08-26
date_type: published
pages: 96
institution: UIN SUNAN KALIJAGA YOGYAKARTA
department: FAKULTAS DAKWAH DAN KOMUNIKASI
thesis_type: skripsi
thesis_name: other
citation:   Kamila Ramadhani, NIM.: 22102010025  (2026) PERSONAL BRANDING RAYMOND CHIN DI PODCAST YOUTUBE PADA SEGMEN ESCAPE CONTENT.  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.   
document_url: https://digilib.uin-suka.ac.id/id/eprint/79504/1/22102010025_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
document_url: https://digilib.uin-suka.ac.id/id/eprint/79504/2/22102010025_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf