CD Tesis

Representasi Personal Branding Joko Widodo Pada Asian Games 2018 (Analisis Semiotika Video Opening Dan Closing Ceremony Asian Games 2018)

---

Personal branding is a communication process about personality, abilities, values, behavior, achievements, uniqueness that creates a positive impression or perception from society and will always be an identity that others will remember about someone. Personal branding contains messages that will build other people's perceptions of someone. Representation means interpreting something that is depicted through images, or anything, on the layout or the words on the page that is the talk. This study aims to describe Joko Widodo's personal branding representation at the 2018 Asian Games, which is seen from Jokowi's uniqueness or characteristics, the relevance of Jokowi's character and his actions, and Jokowi's consistency in shaping and maintaining his brand as a leader who is close to the people.
This study uses qualitative research methods with Roland Barthes' semiotic analysis techniques. Roland Barthes' semiotics uses stratified meaning analysis, namely the meaning of denotation at the first level, and the meaning of connotation and myth at the second level. Semiotic analysis was used to analyze scenes featuring Joko Widodo's personal branding at the 2018 Asian Games. The unit of analysis in this study consisted of 12 images, consisting of 9 images in the video opening ceremony and 3 images in the video closing ceremony. These images are selected by observing the dominance of personal branding in the image. Data collection techniques used are documentation and literature or literature study.
The results showed that Joko Widodo's personal branding at the 2018 Asian Games was studied semiotics in the opening video and the closing ceremony of the 2018 Asian Games, formed from the distinctive appearance of the character, the relevance of the character built with the actions he took, and his consistency in shaping and maintaining the brand he had. Joko Widodo's friendly attitude towards his people shows that he is a leader who is close to the people. Prioritizing the safety of the people and other road users is a form of the relevance of Joko Widodo's actions to his character as a leader who is close to the people. Joko Widodo's brand that is close to the people is also consistently featured in the 2018 Asian Games video. Starting from Joko Widodo's attitude of helping children cross the road, to visiting and holding a 'watch together' event to close the 2018 Asian Games with Lombok residents in evacuation.
Keywords: Personal branding, Joko Widodo, 2018 Asian Games

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

10 11. 220 (0017)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2020

Deskripsi Fisik

xii, 128 hlm,; ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

10 11. 220 (0017)

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

-

Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar