Pembentukan Political Branding Bobby Nasution Melalui Konten Instagram @prokopim_pemkomedan

Abstract

This study is entitled "Formation of Bobby Nasution's Political Branding Through Instagram Content @Prokopim_Pemkomedan". This research method is qualitative using the constructivism paradigm with a content analysis approach. The purpose of this study is to determine Bobby Nasution's political branding formed through Instagram content @prokopim_pemkomedan. The elements analyzed are images, scene cuts in audiovisual content, messages and information contained in the content, and the use of words and sentences in the captions of uploads on 4 feeds with the most likes and 4 reels @prokopim_pemkomedan with the most views in August 2024 as seen from the average of all content. The theory used in this study is the political branding theory used in Asmaul Husna's research (2017) and the Political Economy theory according to Vincent Mosco. This study analyzes Bobby Nasution's political branding according to three categories, namely self-identification, political products, and positioning with Klaus Krippendorff's content analysis. The results of the study are that there are political branding categories in the form of 5 self-identifications, 3 political products, and 2 positionings. The self-identifications found include respecting cultural values, powerful, ability in handling flood problems, prioritizing citizen comfort, and being firm. The political products found include the Public Service Mall (MPP), the Subscription Parking policy, and the policy of relocating routes and bus pool counters from Jl. Jamin Ginting to Pinang Baris. The positioning found includes Bobby Nasution siding towards religious figures and the younger generation.