ARNAS, DELVI ADEPIA (2025) INTERPRETASI FOLLOWERS PRABOWO SUBIANTO MENGENAI CITRA DIRI SEBAGAI PRESIDEN REPUBLIK INDONESIA PADA AKUN INSTAGRAM @prabowo. S1 thesis, Universitas Mercu Buana.
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Abstract
This study examines how followers of the Instagram account @prabowo perceive the self-image of Prabowo Subianto as the President of the Republic of Indonesia. The main focus of this research is to explain the perspectives and understandings of followers as shaped by the content uploaded on the account. The study employs a qualitative approach with interpretative analysis to explore audience responses, referring to Stuart Hall’s encoding-decoding model. Data were collected from followers’ comments and direct messages, then analyzed to identify tendencies toward dominant-hegemonic, negotiated, and oppositional positions. The findings indicate that most followers tend to occupy a dominant-hegemonic position, meaning they accept the conveyed messages without significant opposition. This suggests that the visual and verbal communication strategies employed are effective in strengthening Prabowo’s positive image among his supporters. This research contributes to understanding the dynamics of how audiences interpret the personal branding of political figures on social media platforms. Keywords: Interpretative Analysis, Prabowo Subianto, Instagram Metode yang dipakai adalah kualitatif dengan analisis interpretatif untuk meneliti respons audiens dengan merujuk pada model encodingdecoding yang dikemukakan oleh Stuart Hall. Data diperoleh dari komentar pengikut dan pesan langsung, lalu dianalisis untuk menemukan kecenderungan posisi yang dominanhegemonik, negosiasi, dan perlawanan. Temuan penelitian menunjukkan bahwa sebagian besar pengikut cenderung berada di posisi dominan-hegemonik, yaitu menerima pesan yang disampaikan tanpa ada penolakan yang signifikan. Hal ini menunjukkan bahwa strategi komunikasi visual dan verbal yang dipakai dapat memperkuat citra positif Prabowo di mata pendukungnya. Penelitian ini berkontribusi untuk memahami dinamika cara khalayak menginterpretasikan personal branding tokoh politik di platform media sosial. Kata Kunci : Analisis Interpretasi, Prabowo Subianto, Instagram
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/PR. 25 168 |
| NIM/NIDN Creators: | 44219110116 |
| Uncontrolled Keywords: | Interpretative Analysis, Prabowo Subianto, Instagram |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Pandu Risdiyanto |
| Date Deposited: | 23 Sep 2025 09:18 |
| Last Modified: | 23 Sep 2025 09:18 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98414 |
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