Proceeding of International Conference on Communication, Culture and Media Studies (CCCMS)

Bambang Pacul and the Personal Branding Approach on Instagram to Win the 2024 House of Representatives of Indonesia Republic (DPR RI)

Agung Setyawan — 2024-12-13

Analyzing the personal branding strategies that politicians utilize on social media, particularly Instagram, is vital in today’s political landscape. This study explores the branding techniques of Bambang Wuryanto, widely known as Bambang Pacul, a member of the Indonesian Democratic Party of Struggle (PDIP) who was re-elected to the Indonesian House of Representatives (DPR RI) for the 2024 term from the Central Java IV electoral district, securing 118,394 votes as reported by the General Elections Commission (KPU) on March 12, 2024. In modern political campaigns, social media plays a pivotal role, with Instagram being a key platform. This research adopts a qualitative methodology to analyze Bambang Pacul's Instagram account (@komandanpatjul) through the lens of Peter Montoya's personal branding theory, which comprises eight essential concepts for establishing a positive public image. The study investigates his Instagram posts, captions, interactions, and overall digital presence to evaluate his branding efforts. The analysis reveals how Montoya's principles—such as authenticity, consistency, visibility, and distinctiveness—are manifested in Bambang Pacul's online persona. Findings indicate that his Instagram strategy effectively incorporates these principles, resulting in a cohesive and engaging personal brand. His curated content highlights political accomplishments, personal values, and connections with constituents while fostering audience trust. This research deepens the understanding of political communication in the digital era, illustrating how politicians can leverage social media to enhance their personal branding and achieve electoral success, ultimately offering frameworks for optimizing digital branding efforts.

Women Sexism in PETA’s Veganism Campaign

Alvina Rahmasari — 2024-12-13

Veganism is an ideology that is recently talked especially in digital media. Focus on the ideology of consuming products and services without animal exploitation, Veganism has a lot of organizations from international and local. PETA is one of the founding organizations of Veganism ideology, where PETA actively fights for animal rights such as in their ads and campaign. However, it was found that there are sexist elements in how they represent women in the campaign ads.

Therefore, this research discusses the meaning of sexist representation in PETA’s campaign ads. The researcher uses the semiotic method by Roland Barthes, usually called as Barthesian method. Using this method, the researcher studies the meaning of sexism representation using Denotation, Connotation, and Myth. The researcher took 14 campaign ads to study, where all the ads were taken from PETA’s YouTube channel. The researcher took some scenes for the research data, then it is discussed using the Barthesian method from the view of Denotation, Connotation, and Myth.

Based on the research that has been done, it is found that campaign ads of PETA still consist of sexist representation. From the outline, there are three sexist views that PETA gave to women, such as the view of media, public places, and domestic. From the three views, there is a sexist representation that results in prejudice, discrimination, objectification, and physical assault that is aimed at women in PETA’s campaign ads. For example, PETA associated consumerism habits with women, discriminated against women in the workplace, objectified women in media, and showed women being physically assaulted in public areas such as parks.

Escorting the building of Ibu Kota Nusantara as a New Capital of Indonesia through Social Media

Ardy Satria — 2024-12-26

The idea of relocating Indonesia's capital city has been around for a long time because the burden of Jakarta is considered too heavy. The building of Ibu Kota Nusantara (IKN) is one of the national strategic projects that requires good cooperation and commitment between the government and the community. Government as the executor of the IKN building process needs to open up the space for participation and communication with the community. This study provides a perspective on how social media such as Instagram, Facebook, Twitter, TikTok, and YouTube become a space to discuss the build of IKN. The use of social media to escort the building of IKN aims to ensure that the building of IKN pays attention to environmental, social, and economic aspects. This research uses a qualitative description method with David Berlo's SMCR communication model. Posts about the IKN development process on various social media platforms within a certain period were analyzed based on elements in the SMCR theory. The results showed that social media became an effective control tool for the community to escort the building of IKN. Through social media, the public can monitor the building of IKN and convey their aspirations regarding the IKN building process. The use of social media to escort the government’s projects in this study is expected to fill the literature gap regarding the function of social media as a public communication tool. With effective collaboration and utilization of social media, the process to escort the building of IKN and other national strategic projects can be realized in an accountable, transparent, sustainable manner, and reflect the values of the nation, as well as realizing active community participation in Indonesia's development.