PERSONAL BRANDING REZA GLADYS SEBAGAI WANITA YANG BERPERAN GANDA (ANALISIS ISI KUALITATIF PADA UNGGAHAN AKUN INSTAGRAM @REZAGLADYS)

Gazi Zhafira, NIM.: 17107030086 (2021) PERSONAL BRANDING REZA GLADYS SEBAGAI WANITA YANG BERPERAN GANDA (ANALISIS ISI KUALITATIF PADA UNGGAHAN AKUN INSTAGRAM @REZAGLADYS). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study discusses how personal branding of women dual role is expected to eradicate stereotypes about women who have to stay at home or have no equal rights as men and one of the concept from feminism. Reza Gladys who works as an aesthetic doctor and CEO of a beauty business also a wife and housewife of 4 children who is trying to build her personal branding as a woman who have the dual role after she got some popularity because she went viral because some of controversy in the first place. This study aims to find out how the form of women's personal branding plays a dual role on the @rezagladys Instagram account with 11 authentic personal branding criteria from Rampersad and analyzed with qualitative content analysis techniques. The results of this study indicate that the female figure has a dual role that has fulfilled the eleven criteria and emphasizes the concepts of Consistency, Differentiation, and Specialization. Balancing and unifying the career with the household embodies the concept of women who play multiple roles.

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