PERSONAL BRANDING DALAM MEMPERKUAT KESADARAN POLITIK GENERASI MUDA (STUDI NETNOGRAFI PADA KONTEN INSTAGRAM @RIAN.FAHARDHI)

Agnia Melianasari, NIM.: 20107030020 (2024) PERSONAL BRANDING DALAM MEMPERKUAT KESADARAN POLITIK GENERASI MUDA (STUDI NETNOGRAFI PADA KONTEN INSTAGRAM @RIAN.FAHARDHI). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The large amount of political information on digital media is followed by the younger generation who have a fairly high percentage of accessing content. Meanwhile, Instagram is currently one of the popular social media among the younger generation which is used as a political preference. However, this large amount of access to information has not been fully accompanied by the political awareness of the younger generation. So, a change agent is needed who has a new approach with creative ways to convey information to increase the political awareness of the younger generation. This research aims to find out how Rian Fahardhi's personal branding content on Instagram strengthens the political awareness of the younger generation. The method used is qualitative research with a netnographic approach. The research results show that there is an increase in the political awareness of the younger generation which is influenced by the eight indicators of personal branding according to Montoya on Rian's Instagram content. Eight indicators consisting of specialization, leadership, personality, difference, visibility, unity, steadfastness and good name are interrelated and strengthen Rian's personal branding on his Instagram account, @rian.fahardhi so as to strengthen the political awareness of the younger generation.

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