Muzahid Akbar Hayat, Linda Wahyuni, Muhammad Irwan Saputra, Nisrina Rahmah Hayati, Ema Purnama Sari

Personal Branding of Haji Muhidin in Building Political Communication on Instagram Social Media

Introduction

Personal branding of haji muhidin in building political communication on instagram social media. Discover how Haji Muhidin uses Instagram & personal branding to build political communication as a South Kalimantan governor candidate, influencing public perception and trust.

Abstract

The role of social media, particularly Instagram, in political communication has become a phenomenon that attracts significant attention. As one of the most popular forms of mass media, social media offers a more effective and efficient way to convey information. Instagram plays a crucial role in building the personal branding of politicians, helping them introduce themselves, create a positive image, present their background, and affirm their political identity.This study aims to discuss how the Instagram account @HajiMuhidin builds political communication using the personal branding pyramid strategy. Through a targeted content strategy, Haji Muhidin has successfully conveyed relevant and engaging political messages to his followers. The research employs a descriptive qualitative method, aiming to analyze the phenomenon in detail and descriptively concerning the research subject. The findings of this study highlight the importance of social media in the modern political landscape, where effective communication can influence public perception and build trust. Haji Muhidin’s success in establishing personal branding is reflected in his image as a candidate for governor of South Kalimantan who is characterized by integrity, friendliness, intelligence, culture, and religiosity. This image can be observed through the support expressed by the community in the comments section of Instagram posts on @hajimuhidinpan. This research is expected to contribute to the development of more effective communication strategies.

Review

This study tackles a highly relevant and contemporary issue concerning the nexus of social media, personal branding, and political communication, with a specific focus on Instagram. The choice of Haji Muhidin as a case study, a candidate for governor of South Kalimantan, provides a tangible example of how politicians leverage digital platforms to cultivate an image and engage with the electorate. The abstract effectively highlights the growing importance of Instagram in shaping public perception and establishing political identity. The stated aim to analyze how @HajiMuhidin builds political communication using a personal branding pyramid strategy is intriguing and suggests a structured approach to understanding this phenomenon, particularly given the claimed success in conveying relevant and engaging messages. While the descriptive qualitative methodology is appropriate for in-depth analysis of a specific case, the abstract could benefit from greater detail regarding its application. Specifically, how was the "personal branding pyramid strategy" operationalized within the research? Was it a framework used by Haji Muhidin, or a lens through which the researchers analyzed his content? Furthermore, while the abstract mentions observation through community support in the comments section, the specifics of data collection and analysis methods for these comments (e.g., thematic analysis, sentiment analysis) are not elaborated. More clarity on the criteria used to identify and characterize attributes such as "integrity, friendliness, and intelligence" from Instagram interactions would strengthen the methodological rigor and address potential subjectivity in interpretation. Despite these areas for potential enhancement, the research offers valuable insights into the practical application of personal branding on social media within a political context. The findings regarding Haji Muhidin's successful image cultivation as a candidate characterized by specific positive attributes underscore the potential of targeted content strategies. This study is poised to contribute meaningfully to the understanding of effective digital communication strategies for political actors and provides a strong foundation for future research. Expanding upon the generalizability of these findings, perhaps through comparative studies or by delving deeper into the psychological impact on followers, could further amplify its contribution to the field.

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