POLITICAL BRANDING JOKOWI SEBAGAI CALON PRESIDEN (Analisis Isi Timeline Akun Twitter @jokowi Pada Bulan Desember 2018)

ARI NURHAMDIYAH, NIM. 15730057 (2019) POLITICAL BRANDING JOKOWI SEBAGAI CALON PRESIDEN (Analisis Isi Timeline Akun Twitter @jokowi Pada Bulan Desember 2018). Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

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