PUTRA, MUHAMMAD REZZA EKA (2022) PERSONAL BRANDING SANDIAGA SALAHUDDIN UNO SEBAGAI MENTERI PARIWISATA DAN EKONOMI KREATIF MELALUI KONTEN TIKTOK @SANDIUNO.OFFICIAL (Analisis Semiotika Charles Sanders Pierce Pada Konten Anak Angkat CR7 Bertemu Mesut Ozil). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In this era of digital technology, social media has become the flow of information dissemination, with the rapid development of digital technology, social media is currently being used to build personal branding. The problem with this research is the large number of followers on the @sandiuno.official account, what personal branding criteria are being built. This study aims to determine the personal branding created by Sandiaga Uno as the Minister of Tourism and Creative Economy through the content of TikTok @sandiuno.official. Semiotic analysis Charles Sanders Pierce explained that semiotics is a science that studies or analyzes signs and meanings in society. Pierce's semotics has a trichotomy concept, namely representament, interpretant, and object. This study uses an interpretive paradigm, with a qualitative approach through the semiotic method of Charles Sanders Pierce. The unit of analysis used is the content of CR7 Adopted Children Meets Mesut Ozil. Primary data collection techniques were carried out using observation and documentation techniques, secondary data in the form of books, journals, and TikTok social media. Techniques of data analysis using media text analysis. Based on the results of the analysis using Charles Sanders Pierce's semiotic analysis method, on the content of Adopted Children CR Meets Mesut Ozil, the authentic personal branding criteria of Sandiaga Uno as Minister of Tourism and Creative Economy are relevant personal branding. Kata Kunci: Personal Branding, Sandiaga Uno, Media Baru. Era teknologi digital ini media sosial menjadi arus penyebaran informasi, dengan pesatnya teknologi digital saat ini media sosial dimanfaatkan untuk membangun personal branding. Permasalahan penelitian ini adalah dengan banyaknya jumlah pengikut pada akun @sandiuno.official, kriteria personal branding apa yang sedang dibangun. Penelitian ini bertujuan untuk mengetahui personal branding yang dibuat oleh Sandiaga Uno sebagai Menteri Pariwisata dan Ekonomi Kreatif melalui konten TikTok @sandiuno.official. Analisis semiotika Charles Sanders Pierce menjelaskan semiotika merupakan ilmu yang mengkaji atau analisis tentang tanda dan makna di tengah masyarakat. Semotika Pierce memiliki konsep trikotomi, yaitu representament, interpretant, dan object. Penelitian ini menggunakan paradigma intrepretif, dengan pendekatan kualitatif melalui metode semiotika Charles Sanders Pierce. Unit analisis yang digunakan adalah konten Anak Angkat CR7 Bertemu Mesut Ozil. Teknik pengumpulan data primer dilakukan menggunakan teknik observasi dan dokumentasi, data sekunder berupa buku, jurnal, dan media sosial TikTok. Teknik Analisis data menggunakan analisis teks media. Berdasarkan hasil analisis dengan menggunakan metode analisis semiotika Charles Sanders Pierce, pada konten Anak Angkat CR Bertemu Mesut Ozil, kriteria authentic personal branding Sandiaga Uno sebagai Menteri Pariwisata dan Ekonomi Kreatif merupakan personal branding Relevan. Kata Kunci: Personal Branding, Sandiaga Uno, Media Baru.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 22 080 |
| NIM/NIDN Creators: | 44218010086 |
| Uncontrolled Keywords: | Personal Branding, Sandiaga Uno, Media Baru. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | WADINDA ROSADI |
| Date Deposited: | 01 Oct 2022 07:53 |
| Last Modified: | 03 Oct 2022 02:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/69777 |
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