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.

References

Atlantis Press. https://doi.org/10.2991/icdesa-19.2019.54

Sastrawati, N. (2017). Personal Branding dan Kekuasaan Politik di Kabupaten Luwu Utara. Jurnal Hukum Pidana & Ketatanegaraan. VI (2), 276-287. DOI https://doi.org/10.24252/ad.v6i2.4882

Setiawati, S. (2023, December 5th). Gen Z-Milenial Wajib Bangga! Anda Jadi Penentu Next Presiden. CNBC Indonesia. https://cnbcindonesia.com/research/20231204154618-128-494398/gen-z-milenial-wajib-bangga-anda-jadi-penentu-next-presiden.

Simanjuntak, R. A. (2023, November 23rd). TKN Ungkap Julukan Gemoy Muncul dari Pendukung Prabowo Kalangan Muda. Sindonews. SidoNews. https://nasional.sindonews.com/read/1258347/12/tkn-ungkap-julukan-gemoy-muncul-dari-pendukung-prabowo-kalangan-anak-muda-1700673074.

Sinta, S. (2023, October 24th). Momen Jahil Prabowo Subianto ke Wartawan, Pura-Pura Kabur saat Doorstop. Mamagini. https://mamagini.suara.com/read/2023/10/24/160331/momen-jahil-prabowo-subianto-ke-wartawan-pura-pura-kabur-saat-doorstop.

Smith, A. (2009, April 15th). The Internet’s Role in Campaign 2008. Pew Research Center. https://www.pewresearch.org/internet/2009/04/15/the-internets-role-in-campaign-2008/.

Soeriaatmadja, W. (2019, October 25th). Indonesian President Jokowi announces new Cabinet. The Straits Times. Available online at https://www.straitstimes.com/asia/se-asia/indonesian-president-jokowi-announces-new-cabinet. Accessed December 2nd 2023, 20:37 WIB.

Suciatiningrum, D. (2023, October 8th). Prabowo Joget Gemot di Cilincing Jakut, Emak-emak Heboh. IDN Times. https://www.idntimes.com/news/indonesia/dini-suciatiningrum/prabowo-joget-gemoy-di-cilincing-jakut-emak-emak-heboh.

Suryasumiarti, R. A. (2018, November 10th). Tim Kampanye Jokowi-Ma’aruf Sasar Suara Akar Rumput. Liputan6. https://www.liputan6.com/pemilu/read/3689146/tim-kampanye-jokowi-maruf-sasar-suara-akar-rumput.

Sushmita, C. I. (2023, November 24th). Politik Gemoy ala Prabowo-Gibran. Solo Pos News. https://news.solopos.com/politik-gemoy-ala-prabowo-gibran-1803952/amp.

Tanusondjaja, A., Michelon, A., Hartnett, N., & Stocchi, L. (2023). Reaching Voters on Social Media: Planning Political Advertising on Snapchat. International Journal of Market Research, 65(5), 566-580. https://doi.org/10.1177/14707853231175085

The Drum Team. (2016, March 31st). 2008: Barack Obama embraces the power of social media in election. The Drum. https://www.thedrum.com/news/2016/06/23/marketing-moment-84-barack-obama-embraces-power-social-media-2008-election.

Tito, F. A. (2023). Komodifikasi Selebritis dalam Kontestasi Pemilu 2024. Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi. 4(2). 119-129.

Tim Detikcom. (2019, March 6th). Elektabilitas Jokowi Vs Prabowo di 5 Survei Terakhir. DetikNews. https://news.detik.com/berita/d-4455344/elektabilitas-jokowi-vs-prabowo-di-5-survei-terakhir.

Tim TvOne & Syahputra. (2023, November 16th). Goyang Gemoy Prabowo Bakal Menjadi Tren di Kalangan Milenial, Benarkah?. https://www.tvonenews.com/berita/167185-goyang-gemoy-prabowo-bakal-menjadi-tren-di-kalangan-milenial-benarkah?page=all.

Tualeka, M. I. (2023, November 14th). “Gemoy, Santuy” hingga Guyon Rasa “Endorse” Capres. Kompas. https://nasional.kompas.com/read/2023/11/14/06075941/gemoy-santuy-hingga-guyon-rasa-endorse-capres?page=all.

Valenzuela, B. (2022, January 20th). The Weapon of the Century: Contemporart Politics Through the TikTok Algorithm. Harvard Political Review. https://harvardpolitics.com/tiktok-politics-algorithm/.

Yildirim, P. (2020, August 17th). How Social Media Is Shaping Political Campaigns. Knowledge at Wharton. https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/how-social-media-is-shaping-political-campaigns/.

Yohanes, E. (2023, November 24th). Momen Capres Prabowo Joget Gemoy di Acara Dialog Muhammadiyah. Merdeka. https://www.merdeka.com/peristiwa/momen-capres-prabowo-joget-gemoy-di-acara-dialog-muhammadiyah-53160-mvk.html?screen=9.

Yusanda, A, Darmastuti, R, & Huwae, G. N. (2021). Strategi Personal Branding Melalui Media Sosial Instagram (Analisi Isi pada Media Sosial Mahasiswa Universitas Kristen Satya Wacana). Jurnal Scriptura. 11(1). 41-52. Doi: 10.9744/scriptura.4.1.1-9

Zahra, D. (2023, November 15th). Ini Arti dan Makna Kata Gemoy Yang Dipakai Pendukung Capres Prabowo Subianto. Akurat. https://www.akurat.co/viral/1303289837/ini-arti-dan-makna-kata-gemoy-yang-dipakai-pendukung-capres-prabowo-subianto.

Downloads

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

Citation Check

License

Creative Commons Licence
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors who publish with MEDIASI agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this MEDIASI.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.