TRIVANDY, AKHMAD RIZKY (2022) PERSONAL BRANDING DALAM VIDEO PADA AKUN YOUTUBE DEDDY CORBUZIER (Analisis Semiotika Ferdinand de Saussure). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Digital media uses a content distribution model that propagates in real time. The Youtube platform is currently being used by many people to build personal branding. The personal branding that was built has several objectives, such as changing a formerly bad self-image for the better in the eyes of the public, the self-image that some people build is shown through the digital media YouTube. Semiotics Ferdinand de Saussure describes semiotics in his Course in General Lingustics as a science that examines the role of signs and meanings in social life. Ferdinand de Saussure's semiotics has the concept of signifier and signified, Langue and Parole, Synchronic and Diachronic, Syntagmatic and Paragdimatic. This research uses constructivism paradigm, with a qualitative approach through the Semiotics method of Ferdinand de Saussure. The unit of analysis used is content with the resource person Prabowo Subianto. Primary data collection techniques are carried out using analysis and observation techniques, secondary data in the form of books, journals, previous research, and youtube. The data analysis technique uses media text analysis. Based on the results of the analysis using Ferdinand de Saussure's semiotic analysis method on the content of the speaker Prabowo Subianto, Deddy Corbuzier's personal branding criteria are personal branding characteristics and relevance. Keywords: Digital Media, Youtube, Deddy Corbuzier, Personal Branding Media digital menggunakan model distribusi konten yang menyebarkan secara real time. Platform Youtube saat ini dimanfaatkan banyak orang untuk membangun personal branding. Personal branding yang dibangum memiliki beberapa tujuan seperti merubah citra diri yang dahulu buruk menjadi lebih baik dimata masyarakat, citra diri yang dibangun sebagian orang diperlihatkan melalui media digital youtube. Semiotika Ferdinand de Saussure memaparkan semiotika didalam Course in General Lingustics sebagai ilmu yang mengkaji tentang peran tanda dan makna di kehidupan sosial. Semiotika Ferdinand de Saussure memiliki konsep signifier (penanda) dan signified (petanda), Langue dan Parole, Synchronic dan Diachronic, Syntagmatic dan Paragdimatic. Penelitian ini menggunakan paradigma konstruktivisme, dengan pendekatan kualitatif melalui metode Semiotika Ferdinand de Saussure. Unit analisis yang digunakan adalah konten dengan narasumber Prabowo Subianto Teknik pengumpulan data yang primer dilakukan menggunakan teknik analisa dan pengamatan, data sekunder berupa buku, jurnal, penelitian terdahulu, dan youtube. Teknik analisa data menggunakan analisis teks media. Berdasarkan hasil analisis dengan menggunakan metode analisis semiotika Ferdinand de Saussure pada konten narasumber Prabowo Subianto, kriteria personal branding Deddy Corbuzier merupakan personal branding ciri khas dan relevansi. Kata kunci: Media digital, Youtube, Deddy Corbuzier, Personal Branding
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