STRATEGI PERSONAL BRANDING GANJAR PRANOWO DENGAN NILAI KEARIFAN LOKAL DI INSTAGRAM DALAM PILGUB JATENG 2018

Abstract

In the governor election, political marketing communication is expected to take place in an open, dialogical and neutral manner. In fact, political marketing communication in the Governor election uses manipulative ways through the construction of personal branding that is disseminated through Instagram social media. One of the personal branding built by the candidates for the 2018 Central Java Governor election is the using of local wisdom values. This thesis purposes sre to: 1) identify Ganjar Pranowo's personal branding strategy using the values of Central Java local wisdom on Instagram in the 2018 Central Java Governor Election, 2) find out the process of producing and distributing Instagram text in building personal branding, 3) know the relevance of local wisdom values as personal branding and the practice of power in 2018 Governor Election. This research uses qualitative research methods. The Critical Discourse Analysis Method is used to interpret the Instagram text of Ganjar for 3 months before the 2018 General Election takes place. Based on the results of the research, the personal branding built by Ganjar is “ the javanese public servant" which is a formulation of positioning as "servant of the people" and differentiation of "njawani". Personal branding is produced through the process of socio-cultural segmentation of Central Javanese culture with abangan, santri and priyayi (Geertz) political culture. It is distributed through three accounts: @ganjar_pranowo, @ganjaryasin, @pdip_jateng and It has relatively the same contents, but with different frequencies. Based on the findings of the researcher, there was the practice of commodification of Javanese culture in the process of constructing personal branding of Ganjar Pranowo in the 2018 Central Java regional election through Instagram in order to be able to display personalities favored by the public as voters.