Yulianti, Dini (2025) POLITICAL BRANDING KAESANG SEBAGAI KETUA UMUM DI AKUN INSTAGRAM PSI (Analisis Pada Akun @psi_id). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
KAESANG AS THE GENERAL CHAIRMAN ON THE PSI INSTAGRAM ACCOUNT (Analysis of @psi_id Account). Advisor: Puspita Asri Praceka, S.Sos.,M.I.kom., Kaesang, who was initially known as an entrepreneur and content creator active on social media, decided to enter the political arena and join the PSI party. Just two days after becoming a member of PSI, Kaesang was immediately appointed as the Chairman, replacing Giring Ghanesa. Kaesang was chosen to be the Chairman of the PSI Party on September 25, 2024. After becoming the chairman, Kaesang needs to undertake Political branding to be recognized as the leader of PSI. Political branding is the application of consumer branding strategies to build a political image. Political branding can be done through social media. This research aims to understand Kaesang's Political branding summarized in the Ninja Politics highlights on PSI's Instagram account. The theory used in this research is new media theory. According to Flew, Power, and Littlejohn, new media theory indicates that the strength of new media lies in mastering technology (particularly the internet), which can bring about changes in society. This research uses a qualitative approach with the content analysis research method. The study will examine how Kaesang is portrayed in 36 contents summarized in the Ninja Politics highlights on PSI's Instagram account. The results show that Kaesang is depicted on PSI's Instagram as a relaxed, responsive, and optimistic chairman.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Dini Yulianti. NIM 6662200058, Skripsi. POLITICAL BRANDING KAESANG SEBAGAI KETUA UMUM DI AKUN INSTAGRAM PSI (Analisis Pada Akun @psi_id). Pembimbing : Puspita Asri Praceka, S.Sos., M.I.kom., Kaesang yang awalnya dikenal sebagai pengusaha dan konten kreator yang aktif di media sosial memutuskan untuk terjun ke dunia politik dan bergabung dengan partai PSI. Setelah dua hari menjabat menjadi anggota PSI, Kaesang kemudian langsung diangkat menjadi Ketua Umum menggantikan Giring Ghanesa. Kaesang dipilih untuk menjadi Ketua Umum Partai PSI pada 25 September 2024. Setelah menjadi ketua umum tentunya Kaesang perlu melakukan Political branding agar ia dapat dikenal sebagai ketua umum PSI. Political branding adalah penerapan strategi branding konsumen untuk membangun citra politik. Political branding dapat dilakukan melalui media sosial. Penelitian ini bertujuan untuk mengetahui Political branding Kaesang yang dirangkum dalam sorotan (highlight) Politik Ninja diakun Instagram PSI. Teori yang digunakan dalam penelitian ini adalah teori new media. Teori new media menurut Flew, Power, dan Littlejohn menunjukkan bahwa kekuatan media baru terletak pada penguasaan teknologi (khususnya internet), yang dapat membawa perubahan dalam masyarakat. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian analisis isi. Penelitian ini akan melihat bagaimana Kaesang dicitrakan dalam 36 konten yang dirangkum dalam sorotan Politik Ninja diakun Instagram PSI. Hasil penelitian menunjukkan bahwa Kaesang dalam Instagram PSI dicitrakan sebagai tokoh ketua umum yang santai, responsif, dan optimis. | ||||||
| Uncontrolled Keywords: | Political branding, Social Media Instagram, PSI General Chairman, Kaesan Political branding, Sosial Media Instagram, Ketua Umum PSI, Kaesang | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Dini Yulianti | ||||||
| Date Deposited: | 11 Dec 2025 06:49 | ||||||
| Last Modified: | 11 Dec 2025 06:49 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56497 |
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