ANALISIS PERSONAL BRANDING GUBERNUR JAWA BARAT DEDI MULYADI DALAM KANAL YOUTUBE @KANGDEDIMULYADICHANNEL

Solihin, Marshanda Heavenly Adrina (2026) ANALISIS PERSONAL BRANDING GUBERNUR JAWA BARAT DEDI MULYADI DALAM KANAL YOUTUBE @KANGDEDIMULYADICHANNEL. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This research is motivated by the widespread use of digital platforms such as YouTube by political actors to construct their public image and strengthen relationships with the public in the modern communication era. The main issue examined in this study is how political identity and self-image are constructed and managed through audiovisual content. This study aims to analyze the eight dimensions of Peter Montoya’s personal branding framework and examine the function of the YouTube channel @Kangdedimulyadichannel as a space for constructing the political reality of Dedi Mulyadi as the Governor of West Java. The theoretical framework incorporates Peter Montoya’s concept of personal branding, political communication, and the characteristics of YouTube as a social media platform. This study employs a descriptive qualitative approach, using virtual observation and documentation of three thematic videos addressing environmental, educational, and humanitarian issues. The findings indicate that Dedi Mulyadi’s personal branding is predominantly characterized by populist-humanist leadership and the distinctive representation of Sundanese culture, which are consistently reproduced throughout the content. YouTube functions as a power platform that provides substantial control over the narrative presented to the public. However, a critical analysis reveals that the problem-solving approaches portrayed tend to be charitable and ad hoc, potentially obscuring the need for longterm structural reforms.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Personal branding, Dedi Mulyadi, YouTube, Political communication, Populist leadership
Subjects: Communication Science > Mass Media and Technology (Media massa dan teknologi)
Communication Science > Communication in politics (Komunikasi politik)
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Marshanda Heavenly Adrina
Date Deposited: 16 Sep 2026 09:48
Last Modified: 16 Sep 2026 09:48
URI: https://repository.bakrie.ac.id/id/eprint/14795

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