Maharany, Aleda Fanesya (2025) KOMPARASI POLITICAL BRANDING PASANGAN CALON PRESIDEN MELALUI TIKTOK PADA KAMPANYE PEMILU 2024 (Analisis Semiotika Charles Sanders Pierce pada akun Tiktok @aniesbaswedan, @amuhaiminiskandar, @partaigerindra, @gibran_rakabuming @ganjarpranowo, dan @mohmahfudmdofficial). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
In a political contestation, the candidates take part in branding to build an image in the eyes of the public, which is called political branding. Tiktok social media is used by presidential and vice presidential candidates in the 2024 elections to campaign. This study aims to determine aspects of personality, appearance, and political messages on the accounts of the 2024 Election candidates represented in icons, indexes, and symbols. This research uses a qualitative approach, with Charles Sanders Peirce's semiotic analysis technique that examines icons, indices, and symbols. Political Branding is examined by looking at indicators from Mitsikopolou's (2008) theory which includes personality, appearance, and political messages. The research uses symbolic interaction theory to discuss findings related to communication symbols in campaigns on Tiktok Social Media. The object of this research is the Tiktok accounts @aniesbaswedan, @amuhaiminiskandar, @partaigerindra, @gibran_rakabuming, @ganjarpranowo, and @mohmahfudmdofficial. The unit of analysis is the upload of the candidates' campaign content on Tiktok from January 10 to February 10, 2024. Each candidate account selected 5 contents that have political branding elements. The results of this study show that each candidate displays various aspects of personality to be memorable in the minds and minds of the public, but almost all candidates emphasize the element of connection with the community. In the appearance aspect, the candidates show political branding symbols from the clothes they wear. From the aspect of political messages, the candidates' personal branding is shown in the form of communication and interaction with the community during the campaign.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Pada sebuah kontestasi politik para kandidat melakukan branding untuk membangun citra di mata masyarakat yang dinamakan political branding. Media sosial Tiktok dimanfaatkan oleh para pasangan calon presiden dan wakil presiden pada Pemilu 2024 untuk berkampanye. Penelitian ini bertujuan mengetahui aspek personalitas, penampilan, dan pesan politik pada akun para kandidat Pemilu 2024 yang direpresentasikan dalam icon, indeks, dan simbol. Penelitian ini menggunakan pendekatan kualitatif, dengan teknik analisis semiotika Charles Sanders Peirce yang mengkaji ikon, indeks, dan simbol. Political Branding ditelaah dengan melihat indikator dari teori Mitsikopolou (2008) yang meliputi personalitas, penampilan, dan pesan politik. Penelitian menggunakan teori interaksi simbolik untuk membahas temuan terkait simbol komunikasi dalam kampanye di Media Sosial Tiktok. Objek penelitian ini adalah akun Tiktok @aniesbaswedan, @amuhaiminiskandar, @partaigerindra, @gibran_rakabuming,@ganjarpranowo, dan @mohmahfudmdofficial. Unit analisis adalah unggahan konten kampanye para kandidat di Tiktok mulai 10 Januari s.d 10 Februari 2024. Setiap akun kandidat dipilih 5 konten yang memiliki unsur political branding. Hasil penelitian ini menunjukkan setiap kandidat menampilkan aspek personalitas yang beragam untuk dapat berkesan di benak dan pikiran masyarakat namun hampir seluruh kandidat menonjolkan unsur hubungan dengan masyarakat. Pada aspek penampilan para kandidat menunjukkan simbol-simbol political branding dari pakaian yang dikenakan. Dari aspek pesan politik, personal branding para kandidat ditunjukkan dalam bentuk komunikasi dan interaksi dengan masyarakat pada saat kampanye. | ||||||
| Uncontrolled Keywords: | Political Branding, 2024 Election, Political Message, Tiktok, Semiotic Political Branding, Pemilu 2024, Pesan Politik, Tiktok, Semiotika | ||||||
| Subjects: | Communication > Science Journalism | ||||||
| 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: | Aleda Fanesya Maharany | ||||||
| Date Deposited: | 15 May 2025 07:59 | ||||||
| Last Modified: | 15 May 2025 07:59 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48708 |
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