Personal Branding of Tegal District Head Candidates in Increasing Electability on Social Media Instagram

Authors

  • Cindy Pratiwi Universitas Pancasakti Tegal
  • Arif Zainudin Universitas Pancasakti Tegal
  • Agus Setio Widodo Universitas Pancasakti Tegal

DOI:

https://doi.org/10.24269/ars.v12i3.11374

Abstract

In this era of globalization social media especially Instagram is a platform that is widely used by political actors in introducing their personal branding to attract public attention. Personal branding strategy is a good step in building political communication with voters due to affordability during the campaign. So in this paper the author wants to reveal what personal branding strategies are carried out by the candidates. This article is analyzed using a political branding approach using orange data mining as a coding tool to find out the sentiment of the public. The data from this study were taken from several posts from each candidate and comments from Instagram users. The results of this study show that the branding carried out by the two candidates shows a predominantly neutral sentiment from the public against several comments made in the comments column.

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Author Biographies

Cindy Pratiwi, Universitas Pancasakti Tegal

Program Studi Ilmu Pemerintahan

Arif Zainudin, Universitas Pancasakti Tegal

Ilmu Pemerintahan

Agus Setio Widodo, Universitas Pancasakti Tegal

Social Science

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Published

2025-02-07

Issue

Vol. 12 No. 3 (2024): Election and Regional Election in Indonesian

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