KHAIRUNNISA, NIDA (2024) RESEPSI REMAJA GEN Z PADA PERSONAL BRANDING RIDWAN KAMIL SEBAGAI GUBERNUR MILENIAL JAWA BARAT DI INSTAGRAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Personal branding becomes a characteristic or added value for the account owner itself, this characteristic can be seen from the form of content produced by the account owner, so that people who follow or followers will remember it and will more easily identify the market or segmentation. This research aims to find out the reception of Gen Z teenagers towards Ridwan Kamil's personal branding as the Millennial Governor of West Java on Instagram. The concepts in this research include reception, which is how Gen Z teenagers understand and respond to Ridwan Kamil's personal branding on Instagram. Personal branding includes how Ridwan Kamil projects himself as the Millennial Governor through social media. Instagram is the main platform used to build the personal branding. This research approach is qualitative with a constructivism paradigm. The research method used in this research is Stuart Hall's reception analysis method. The data collection technique used was in-depth interviews with ten informants. The results of this study show that the meaning of Gen Z teenagers related to Ridwan Kamil's personal branding as a millennial governor is different. In this study, informants are divided into three positions, namely dominant hegemony, negotiation, and opposition. There are four informants who are in the Negotiation position and the remaining six are in the Opposition position. Personal branding memberikan ciri khas atau menambah nilai bagi si pemilik akun itu sendiri, ciri khas tadi dapat dilihat dari bentuk konten yang diproduksi oleh pemilik akun, sehingga orang yang mengikuti atau followers mereka akan mengingatnya dan akan lebih mudah untuk mengidentifikasi pasar atau segmentasi mereka. Penelitian ini bertujuan untuk mengetahui Resepsi Remaja Gen Z pada personal branding Ridwan Kamil sebagai Gubernur Milenial Jawa Barat di Instagram. Konsep dalam penelitian ini meliputi resepsi, yaitu bagaimana remaja Gen Z memahami dan merespons personal branding Ridwan Kamil di Instagram. Personal branding mencakup bagaimana Ridwan Kamil memproyeksikan dirinya sebagai Gubernur Milenial melalui media sosial. Instagram adalah platform utama yang digunakan untuk membangun personal branding ini. Pendekatan penelitian ini adalah kualitatif dengan paradigma konstruktivisme. Metode penelitiian yang digunakan dalam penelitian ini adalah metode analisis resepsi Stuart Hall. Teknik pengumpulan data yang digunakan adalah wawancara mendalam dengan sepuluh informan. Hasil penelitian menunjukkan pemaknaan remaja Gen Z terkait personal branding Ridwan Kamil sebagai Gubernur milenial berbeda-beda. Dalam penelitian ini, informan dibagi menjadi tiga posisi yaitu dominan hegemoni, negosiasi, dan oposisi. Terdapat empat informan yang berada di posisi Negosiasi dan enam sisanya berada di posisi Oposisi.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 24 228 |
| NIM/NIDN Creators: | 44220010053 |
| Uncontrolled Keywords: | Resepsi Gen Z, Personal Branding, Ridwan Kamil |
| Subjects: | 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 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 > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 08 Oct 2024 07:26 |
| Last Modified: | 08 Oct 2024 07:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92329 |
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