Capres ‘Gemoy’: a Personal Branding Analysis on Prabowo Subianto for the 2024 Presidential Election

Authors

  • Kendra Sophie Priskilla Boeky Universitas Indonesia, Indonesia

DOI:

https://doi.org/10.46961/mediasi.v5i1.1019

Keywords:

Political campaign, Personal Branding, Content Analysis, Social Media, TikTok

Abstract

The purpose of this study is to analyze the personal branding of the presidential candidate, Prabowo Subianto, for the 2024 presidential election that has been closely associated with the word ‘gemoy’. Gaining massive interest from Gen-Zs due to this label, this study would look further into Prabowo’s ’gemoy’ personal branding through a qualitative study with content analysis method using three aspects of personal branding: self-identification, political product, and positioning in Gerindra political party’s TikTok account. In this research it is found that Prabowo is branded to be more approachable, looking out for the younger generations also through his program, and gathering the votes of the supporter of the grass roots, and supporter of the current president of Indonesia.

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Published

2024-01-31

How to Cite

Boeky, K. S. P. (2024). Capres ‘Gemoy’: a Personal Branding Analysis on Prabowo Subianto for the 2024 Presidential Election. MEDIASI Jurnal Kajian Dan Terapan Media, Bahasa, Komunikasi, 5(1), 50–65. https://doi.org/10.46961/mediasi.v5i1.1019

Issue

Vol. 5 No. 1 (2024): January

Section

Artikel

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