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Submitted
January 22, 2023
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October 29, 2023
Published
October 30, 2023
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Abstract

Self-presentation and visual branding strategy through social media, particularly Instagram, have been increasingly developed by Indonesia’s public figures, including Ganjar Pranowo and Puan Maharani. This article examines what types of personal brand visualized by these public figures through their Instagram accounts in between 1 August and 25 October 2022. Having adopted political marketing perspective, we adopt Munoz and Towner’s (2017) two concepts of framing personal brand visualisation, which are framing visualisations as an ideal candidate and as a populist candidate. Extraction of material posted in their Instagram accounts using Grabe and Bucy’s (2009) visual framing analysis reveal the following findings. Ganjar Pranowo favoured visualing his personal brand not merely as an ideal candidate, but also as a populist candidate. Puan Mahanari instead, preferred visualising her personal brand as an ideal candidate. In contrast to Ganjar, Puan seems being less capable of developing her personal brand using a visual frame as a populis candidate. These evidence that self presentation and branding performed by public figures using visual elements through social media platforms indicate the degree to which did these public figires have capability in visualising their personal brand as an ideal and/or a populist candidate when they address the electoral markets.

Keywords

self-branding political branding political brand visual framing branding political marketing social media political brand identity

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Copyright (c) 2023 Dian Rousta Febryanti, Nyarwi Ahmad

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Author Biographies

Dian Rousta Febryanti, Departemen Ilmu Komunikasi, Pasca Sarjana Magister Ilmu Komunikasi, FISIP UI, Jakarta

First Author

Mahasiswa Pasca Sarjana Magister Ilmu Komunikasi, Departemen Ilmu Komunikasi, FISIP UI, Jakarta

Nyarwi Ahmad, Departemen Ilmu Komunikasi, FISIPOL, Universitas Gadjah Mada Yogyakarta, Indonesia

Second Author

Associate Professor/Lektor Kepala (550) di Departemen Ilmu Komunikasi, FISIPOL UGM, YK

How to Cite
Febryanti, D. R., & Ahmad, N. (2023). Kandidat Ideal atau Populis?: Strategi Framing Visual Ganjar Pranowo dan Puan Maharani Melalui Instagram. Jurnal Komunikasi, 18(1), 74–94. https://doi.org/10.20885/komunikasi.vol18.iss1.art5
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