CONTENT ANALYSIS OF PERSONAL BRANDING COMMUNICATION IN BUILDING POLITICAL IMAGE: A CASE STUDY OF PRABOWO SUBIANTO’S INSTAGRAM DURING THE 2024 ELECTION PERIOD

Abstract

This study aims to identify and examine how each dimension of The Eight Laws of Personal Branding is reflected in Prabowo Subianto's personal branding content on the Instagram account @prabowo. This research is motivated by the question of how Prabowo Subianto and his campaign team utilize the Instagram account @prabowo to build personal branding as a presidential candidate in the 2024 election, especially with a relatively small number of posts compared to the other two presidential candidates. The research method used is content analysis with a descriptive quantitative approach and a positivist paradigm. The main theory used is Personal Branding with eight dimensions according to Peter Montoya (2002). The research data consists of 215 posts, counted from October 25, 2023, when Prabowo Subianto officially registered as a presidential candidate in the 2024 election at the General Election Commission (KPU), until February 10, 2024, which is the last day of the election campaign, according to the General Election Commission Regulation (PKPU) Number 15 of 2023. The research results indicate that Prabowo Subianto has effectively applied Montoya's (2002) Personal Branding theory, with the most significant emphasis on The Law of Personality, as evidenced by 59 posts or 27.44%. This is reflected in his portrayal as a simple, approachable, and relatable figure to the public, demonstrated through Montoya's characteristics of being relatable, fallible, positive, and authentic. On the other hand, The Law of Goodwill has the lowest percentage with 9 posts or 4.19%. This study concludes that Prabowo has successfully used personal branding proposed by Montoya, to create a recognizable and memorable image for the public, especially in the run-up to the 2024 Presidential Election. It is recommended that Prabowo enhance The Law of Goodwill to bridge the extreme gap and foster a more balanced and comprehensive personal branding strategy.