PERSONAL BRANDING PUTRI MANGKUNEGARAAN SEBAGAI PEREMPUAN BERDAYA DI TENGAH TRADISI KERATON (ANALISIS ISI KONTEN PADA AKUN TIKTOK @raniayamin)

Seka Angon Damayasha, NIM.: 21107030113 (2025) PERSONAL BRANDING PUTRI MANGKUNEGARAAN SEBAGAI PEREMPUAN BERDAYA DI TENGAH TRADISI KERATON (ANALISIS ISI KONTEN PADA AKUN TIKTOK @raniayamin). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The purpose of this research is to find out the personal branding of Mangkunegaraan's daughter as an empowered woman in the middle of the palace tradition through the content created and shown by Rania Yamin on her TikTok account. Many ordinary people do not know and assume that a princess from a royal family is not free and is still bound by rules and restrictions. Amid the development of technology and the use of social media, Rania Yamin, a daughter of Mangkunegaraan, uses social media as a means of personal branding that represents herself as an empowered woman. The theoretical framework of this research is using 9 components of personal branding according to Erwin Parengkuan and Becky Tumewu (2014), namely values, skills and abilities, behavior, appearance, achievements, strengths, authenticity and goals and associated with 6 indicators of empowered women. This research uses a qualitative method with a content analysis approach. It was found that from 9 personal branding, Rania branding herself towards empowered women with the characteristic of balancing between Modernity and Tradition. This affirms the role of empowered women in the Palace or Mangkunegaraan environment since the leadership of Mangkunegaraan VII, where women at that time were also taught to be empowered in education and broad-minded. Rania also showed that her attachment to the royal family did not prevent her from being an active and expressive individual in the public sphere.

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