FIGUEIREDO, GAUDENCIO MARQUES (2026) PERSONAL BRANDING XANANA GUSMÃO MELALUI MEDIA SOSIAL FACEBOOK XANANA BA EMA HOTU DALAM RANGKA MEMBANGUN CITRA POSITIF MENJELANG PEMILU LEGISLATIF TIMOR-LESTE 2023. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Social media plays a strategic role in political communication, particularly in image building ahead of the 2023 Timor-Leste Legislative Election. This study analyzes the personal branding of Kay Rala Xanana Gusmão through the Facebook account Xanana ba Ema Hotu as an effort to restore public trust following the decline in support after the 2017 election. The research applies political image theory, the personal branding concept of Peter Montoya and Tim Vandehey, and Erving Goffman’s dramaturgical theory to understand social media as a stage for identity representation. Using a descriptive qualitative approach within a post-positivist paradigm, the findings reveal that Xanana’s personal branding was constructed through the integration of collective memory of struggle, real-life activities, and a consistently managed communication strategy. Content emphasizing humanism, nationalism, and leadership experience shaped his image as a visionary and unifying leader. From a post-positivist perspective, this digital image is understood as a social construction resulting from the interaction between empirical reality, message presentation, and public interpretation, effectively reinforcing symbolic legitimacy and political support ahead of the 2023 Legislative Election. Keywords: Personal Branding, Facebook Social Media, Positive Image, Legislative Election Media sosial memainkan peran strategis dalam komunikasi politik, khususnya dalam membangun citra menjelang Pemilu Legislatif Timor-Leste 2023. Penelitian ini menganalisis personal branding Kay Rala Xanana Gusmão melalui akun Facebook Xanana ba Ema Hotu sebagai upaya memulihkan kepercayaan publik pasca Pemilu 2017. Penelitian ini menggunakan teori pencitraan politik, konsep personal branding Peter Montoya dan Tim Vandehey, serta teori dramaturgi Erving Goffman untuk menjelaskan media sosial sebagai panggung representasi identitas. Dengan pendekatan deskriptif kualitatif dan paradigma post-positivisme, penelitian ini menemukan bahwa personal branding Xanana dibentuk melalui integrasi memori kolektif perjuangan, aktivitas nyata, dan strategi komunikasi yang konsisten. Konten yang menonjolkan nilai humanisme, nasionalisme, dan pengalaman kepemimpinan membangun citra sebagai pemimpin visioner dan pemersatu. Dalam perspektif postpositivisme, citra digital dipahami sebagai konstruksi sosial hasil interaksi antara realitas empiris, penyajian pesan, dan interpretasi publik, yang secara efektif memperkuat legitimasi simbolik dan dukungan politik menjelang Pemilu 2023. Kata kunci: Personal Branding, Media sosial Facebook, Citra Positif, Pemilu Legislatif
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