POLITICAL COMMUNICATION AND PERSONAL BRANDING: A CASE STUDY OF THE CAMPAIGN OF JAKARTA DPRD CANDIDATE WILLIAM ADITYA SARANA IN THE 2024 ELECTION
A CASE STUDY OF THE CAMPAIGN OF JAKARTA DPRD CANDIDATE WILLIAM ADITYA SARANA IN THE 2024 ELECTION
Keywords:
Political communication; personal branding; social media; voter support; image management
Abstract
This study aims to explore the effectiveness of political communication and personal branding strategies employed by William Aditya Sarana in building strong relationships with voters and shaping public perception. Utilizing social media as a primary tool, these strategies have shown positive impacts on voter support, particularly among young and urban communities. However, challenges in managing criticism and negative issues highlight the need for politicians to develop mature strategies for image management in the digital era. This research contributes to the understanding of political communication and personal branding in contemporary politics, providing insights into how young politicians can leverage these strategies for success. The findings underscore the importance of understanding the target audience, maintaining message consistency, and effectively handling criticism. While this study provides significant insights, its scope is limited to a single politician, suggesting a need for further research involving diverse subjects and methodologies.
Downloads
Download data is not yet available.
References
Adamczewska, K. (2024). Interactive Election Campaigns on Social Media? Flow of Political Information Among Journalists and Politicians as an Element of the Communication Strategy of Political Actors. Journal of Information Technology and Politics, 21(1), 23–37. https://doi.org/10.1080/19331681.2023.2222717
Altamirano-Benítez, F. (2024). Personal Branding and Communication 2.0 of Iberoamerica Presidents. In Smart Innovation, Systems and Technologies (Vol. 375, pp. 431–440). https://doi.org/10.1007/978-981-99-7210-4_40
Anderson, B. R. O. G. (2023). Cartoons and Monuments: The Evolution of Political Communication under the New Order. In Political Power and Communications in Indonesia (pp. 282–321). https://api.elsevier.com/content/abstract/scopus_id/85180063157
Audina, Z., & Wahyutama, W. (2023). Media Sosial sebagai Preferensi Sumber Informasi Politik Generasi Milenial. Jurnal Pendidikan Tambusai, 7(2), 16097–16105.
Borja-Orozco, H. (2022). Political consumerism: communication strategies based on ideological and performance voting. Revista Latinoamericana de Psicologia, 54, 12–22. https://doi.org/10.14349/rlp.2022.v54.2
Bruycker, I. De. (2021). The People’s Champions? Populist Communication as a Contextually Dependent Political Strategy. Journalism and Mass Communication Quarterly, 98(3), 896–922. https://doi.org/10.1177/1077699021998648
Ekman, M. (2023). Media criticism as a propaganda strategy in political communication. Nordic Journal of Media Studies, 5(1), 115–133. https://doi.org/10.2478/njms-2023-0007
Ekman, M. (2024). Parasitic news: Adoption and adaption of journalistic conventions in hybrid political communication. Journalism, 25(2), 295–312. https://doi.org/10.1177/14648849221136940
Gomez-Vasquez, L. (2024). Personal branding strategies in online hashtag communities: the case of #AcademicTwitter. Research in Learning Technology, 32. https://doi.org/10.25304/rlt.v32.3098
Gorbatov, S. (2024). Work does not speak for itself: examining the incremental validity of personal branding in predicting knowledge workers’ employability. European Journal of Work and Organizational Psychology, 33(1), 40–53. https://doi.org/10.1080/1359432X.2023.2276533
Gorgulu, S. (2024). Journalism practice and personal branding on social media: A review of freelance youtuber journalists. In New Trends in Marketing and Consumer Science (pp. 249–260). https://doi.org/10.4018/979-8-3693-2754-8.ch013
Jackson, K. D. (2023). Political Power and Communications in Indonesia. In Political Power and Communications in Indonesia. https://api.elsevier.com/content/abstract/scopus_id/85180052188
Khair, N. (2024). Personal Branding through Perfume in the Middle East: Investigating the Role of Fragrance in Self-Presentation, Impression Management, and Cultural Identity. Fashion Theory - Journal of Dress Body and Culture. https://doi.org/10.1080/1362704X.2024.2347024
Kongsri, N. (2024). Key aspects of personal brand identity in social media commerce: Impact on successful personal branding. International Journal of Data and Network Science, 8(4), 2663–2676. https://doi.org/10.5267/j.ijdns.2024.4.012
Krishna, R. M. (2024). Current Trends in Cyberspace Technology: Exploring the Influence of Celebrity and Influencer Personal Branding on Social Media and its Effect on Cultivating Brand Loyalty. Nanotechnology Perceptions, 20, 455–460. https://doi.org/10.62441/nano-ntp.v20iS5.40
Larsson, A. (2021). The rise of Instagram as a tool for political communication - A longitudinal study of European political parties and their followers. New Media & Society, 25. https://doi.org/10.1177/14614448211034158
Lukyanova, G. V. (2021). Influence of Communication Strategies on the Structure of Political Discussions. In Proceedings of the 2021 Communication Strategies in Digital Society Seminar, ComSDS 2021 (pp. 126–129). https://doi.org/10.1109/ComSDS52473.2021.9422879
Mashiah, I. (2024). The Rhetoric of Innovation in Non-Tech Personal Branding: Utilizing Tech Buzzwords as a Strategy for Political Messaging. Political Studies Review. https://doi.org/10.1177/14789299241234611
McCracken, S. (2024). Learning from myth to empower individuals to create long-lasting narratives and personal branding in organizations. In Transformational Sales Leadership: Sales Leader Perspectives (pp. 107–123). https://doi.org/10.4324/9781003330424-7
Moktar, B. (2024). Analysis of Marketing Mix on Consumer Preferences in Purchasing Wuling Cars with Personal Branding as An Intervening Variable in North Sumatra Province. Journal of System and Management Sciences, 14(1), 398–417. https://doi.org/10.33168/JSMS.2024.0123
Nour, M. M. (2024). Political Leaders’ Communication Strategies during COVID-19 in Highly Infected Countries: A Scoping Review. In Healthcare (Switzerland) (Vol. 12, Issue 6). https://doi.org/10.3390/healthcare12060607
Nurkholis, B. S. (2024). An Exploration Balinese Culture of Personal Branding by Edwin Gustiana. In Studies in Systems, Decision and Control (Vol. 516, pp. 575–584). https://doi.org/10.1007/978-3-031-49544-1_51
Popova, O. V. (2023). Political Trust of the Russian Youth Through the Prism of Communication Strategies Choice. Galactica Media: Journal of Media Studies, 5(3), 79–101. https://doi.org/10.46539/gmd.v5i3.362
Priyowidodo, G. (2024). Political Influencers on Social Media: Language Used and Content of Communication Strategy of Indonesian Politicians’ Twitter Accounts. Jurnal Komunikasi: Malaysian Journal of Communication, 40(1), 99–199. https://doi.org/10.17576/JKMJC-2024-4001-06
Reveilhac, M. (2023). The Influences of Political Strategies and Communication Styles on Political Candidates’ Online and Offline Visibility. Journal of Political Marketing. https://doi.org/10.1080/15377857.2023.2254709
Schnabel, J. (2024). Multilevel governance and political leadership: crisis communication in Germany, Italy, and the United Kingdom during the COVID-19 pandemic. Journal of European Public Policy, 31(9), 2719–2747. https://doi.org/10.1080/13501763.2023.2199784
Schürmann, L. (2024). The impact of local protests on political elite communication: evidence from Fridays for Future in Germany. Journal of Elections, Public Opinion and Parties, 34(3), 510–530. https://doi.org/10.1080/17457289.2023.2189729
Tao, W. (2023). Are repeated stories a good strategy?: Focusing on narrative persuasion in digital political communication. In Narratives in Public Communication (pp. 31–57). https://doi.org/10.4324/9781003375760-3
Valdez, C. (2024). The perceptions and experiences of human resources recruiters regarding LinkedIn as an online personal branding representation of recent business graduates. International Journal of Technology Marketing, 18(1), 20–33. https://doi.org/10.1504/IJTMKT.2024.135667
Varea, B. N. (2023). Communication strategies in divergence: between rigor and manipulation. A comparative analysis of the political communication of the United States and Spain during the initial stage of the COVID-19 crisis. Revista Latina de Comunicacion Social, 2023(81), 275–296. https://doi.org/10.4185/RLCS-2023-1899
Wahyutama, W. (2021). Menggagas Kehumasan Pemerintah yang Profesional.
Wawrzyński, P. (2022). Pride and Compassion: How Emotional Strategies Target Audiences in Political Communication? Central European Journal of Communication, 15(3), 416–433. https://doi.org/10.51480/1899-5101.15.3(32).5
Widjanarko, P. (2023). Literasi Media: Perkembangan Dan Arah. Ragam Nuansa Literasi Media, 11.
Widjanarko, P., Alfiah, J., Ariestyani, K., Yusuf, K., Sudarmanti, R., Wahyuti, T., Utami, A. B., Purbaningrum, D., & Hutapea, E. B. (2023). Ragam Nuansa Literasi Media. PT Rekacipta Proxy Media.
Widjanarko, P., & Hariyani, L. (2022). Media Convergence-Deconvergence-Coexistence Triad in Indonesia: The Case of Liputan6. com. Jurnal ASPIKOM, 7(2), 29–45.
Zulkarnain, A. (2024). Virtual Personal Branding Education Workshop for GenIUS School Students Using Framework for Innovation Participatory Design Method. In Advances in Science, Technology and Innovation (pp. 77–88). https://doi.org/10.1007/978-3-031-48453-7_8
Altamirano-Benítez, F. (2024). Personal Branding and Communication 2.0 of Iberoamerica Presidents. In Smart Innovation, Systems and Technologies (Vol. 375, pp. 431–440). https://doi.org/10.1007/978-981-99-7210-4_40
Anderson, B. R. O. G. (2023). Cartoons and Monuments: The Evolution of Political Communication under the New Order. In Political Power and Communications in Indonesia (pp. 282–321). https://api.elsevier.com/content/abstract/scopus_id/85180063157
Audina, Z., & Wahyutama, W. (2023). Media Sosial sebagai Preferensi Sumber Informasi Politik Generasi Milenial. Jurnal Pendidikan Tambusai, 7(2), 16097–16105.
Borja-Orozco, H. (2022). Political consumerism: communication strategies based on ideological and performance voting. Revista Latinoamericana de Psicologia, 54, 12–22. https://doi.org/10.14349/rlp.2022.v54.2
Bruycker, I. De. (2021). The People’s Champions? Populist Communication as a Contextually Dependent Political Strategy. Journalism and Mass Communication Quarterly, 98(3), 896–922. https://doi.org/10.1177/1077699021998648
Ekman, M. (2023). Media criticism as a propaganda strategy in political communication. Nordic Journal of Media Studies, 5(1), 115–133. https://doi.org/10.2478/njms-2023-0007
Ekman, M. (2024). Parasitic news: Adoption and adaption of journalistic conventions in hybrid political communication. Journalism, 25(2), 295–312. https://doi.org/10.1177/14648849221136940
Gomez-Vasquez, L. (2024). Personal branding strategies in online hashtag communities: the case of #AcademicTwitter. Research in Learning Technology, 32. https://doi.org/10.25304/rlt.v32.3098
Gorbatov, S. (2024). Work does not speak for itself: examining the incremental validity of personal branding in predicting knowledge workers’ employability. European Journal of Work and Organizational Psychology, 33(1), 40–53. https://doi.org/10.1080/1359432X.2023.2276533
Gorgulu, S. (2024). Journalism practice and personal branding on social media: A review of freelance youtuber journalists. In New Trends in Marketing and Consumer Science (pp. 249–260). https://doi.org/10.4018/979-8-3693-2754-8.ch013
Jackson, K. D. (2023). Political Power and Communications in Indonesia. In Political Power and Communications in Indonesia. https://api.elsevier.com/content/abstract/scopus_id/85180052188
Khair, N. (2024). Personal Branding through Perfume in the Middle East: Investigating the Role of Fragrance in Self-Presentation, Impression Management, and Cultural Identity. Fashion Theory - Journal of Dress Body and Culture. https://doi.org/10.1080/1362704X.2024.2347024
Kongsri, N. (2024). Key aspects of personal brand identity in social media commerce: Impact on successful personal branding. International Journal of Data and Network Science, 8(4), 2663–2676. https://doi.org/10.5267/j.ijdns.2024.4.012
Krishna, R. M. (2024). Current Trends in Cyberspace Technology: Exploring the Influence of Celebrity and Influencer Personal Branding on Social Media and its Effect on Cultivating Brand Loyalty. Nanotechnology Perceptions, 20, 455–460. https://doi.org/10.62441/nano-ntp.v20iS5.40
Larsson, A. (2021). The rise of Instagram as a tool for political communication - A longitudinal study of European political parties and their followers. New Media & Society, 25. https://doi.org/10.1177/14614448211034158
Lukyanova, G. V. (2021). Influence of Communication Strategies on the Structure of Political Discussions. In Proceedings of the 2021 Communication Strategies in Digital Society Seminar, ComSDS 2021 (pp. 126–129). https://doi.org/10.1109/ComSDS52473.2021.9422879
Mashiah, I. (2024). The Rhetoric of Innovation in Non-Tech Personal Branding: Utilizing Tech Buzzwords as a Strategy for Political Messaging. Political Studies Review. https://doi.org/10.1177/14789299241234611
McCracken, S. (2024). Learning from myth to empower individuals to create long-lasting narratives and personal branding in organizations. In Transformational Sales Leadership: Sales Leader Perspectives (pp. 107–123). https://doi.org/10.4324/9781003330424-7
Moktar, B. (2024). Analysis of Marketing Mix on Consumer Preferences in Purchasing Wuling Cars with Personal Branding as An Intervening Variable in North Sumatra Province. Journal of System and Management Sciences, 14(1), 398–417. https://doi.org/10.33168/JSMS.2024.0123
Nour, M. M. (2024). Political Leaders’ Communication Strategies during COVID-19 in Highly Infected Countries: A Scoping Review. In Healthcare (Switzerland) (Vol. 12, Issue 6). https://doi.org/10.3390/healthcare12060607
Nurkholis, B. S. (2024). An Exploration Balinese Culture of Personal Branding by Edwin Gustiana. In Studies in Systems, Decision and Control (Vol. 516, pp. 575–584). https://doi.org/10.1007/978-3-031-49544-1_51
Popova, O. V. (2023). Political Trust of the Russian Youth Through the Prism of Communication Strategies Choice. Galactica Media: Journal of Media Studies, 5(3), 79–101. https://doi.org/10.46539/gmd.v5i3.362
Priyowidodo, G. (2024). Political Influencers on Social Media: Language Used and Content of Communication Strategy of Indonesian Politicians’ Twitter Accounts. Jurnal Komunikasi: Malaysian Journal of Communication, 40(1), 99–199. https://doi.org/10.17576/JKMJC-2024-4001-06
Reveilhac, M. (2023). The Influences of Political Strategies and Communication Styles on Political Candidates’ Online and Offline Visibility. Journal of Political Marketing. https://doi.org/10.1080/15377857.2023.2254709
Schnabel, J. (2024). Multilevel governance and political leadership: crisis communication in Germany, Italy, and the United Kingdom during the COVID-19 pandemic. Journal of European Public Policy, 31(9), 2719–2747. https://doi.org/10.1080/13501763.2023.2199784
Schürmann, L. (2024). The impact of local protests on political elite communication: evidence from Fridays for Future in Germany. Journal of Elections, Public Opinion and Parties, 34(3), 510–530. https://doi.org/10.1080/17457289.2023.2189729
Tao, W. (2023). Are repeated stories a good strategy?: Focusing on narrative persuasion in digital political communication. In Narratives in Public Communication (pp. 31–57). https://doi.org/10.4324/9781003375760-3
Valdez, C. (2024). The perceptions and experiences of human resources recruiters regarding LinkedIn as an online personal branding representation of recent business graduates. International Journal of Technology Marketing, 18(1), 20–33. https://doi.org/10.1504/IJTMKT.2024.135667
Varea, B. N. (2023). Communication strategies in divergence: between rigor and manipulation. A comparative analysis of the political communication of the United States and Spain during the initial stage of the COVID-19 crisis. Revista Latina de Comunicacion Social, 2023(81), 275–296. https://doi.org/10.4185/RLCS-2023-1899
Wahyutama, W. (2021). Menggagas Kehumasan Pemerintah yang Profesional.
Wawrzyński, P. (2022). Pride and Compassion: How Emotional Strategies Target Audiences in Political Communication? Central European Journal of Communication, 15(3), 416–433. https://doi.org/10.51480/1899-5101.15.3(32).5
Widjanarko, P. (2023). Literasi Media: Perkembangan Dan Arah. Ragam Nuansa Literasi Media, 11.
Widjanarko, P., Alfiah, J., Ariestyani, K., Yusuf, K., Sudarmanti, R., Wahyuti, T., Utami, A. B., Purbaningrum, D., & Hutapea, E. B. (2023). Ragam Nuansa Literasi Media. PT Rekacipta Proxy Media.
Widjanarko, P., & Hariyani, L. (2022). Media Convergence-Deconvergence-Coexistence Triad in Indonesia: The Case of Liputan6. com. Jurnal ASPIKOM, 7(2), 29–45.
Zulkarnain, A. (2024). Virtual Personal Branding Education Workshop for GenIUS School Students Using Framework for Innovation Participatory Design Method. In Advances in Science, Technology and Innovation (pp. 77–88). https://doi.org/10.1007/978-3-031-48453-7_8
Published
2025-04-14
How to Cite
Muslim, P. (2025). POLITICAL COMMUNICATION AND PERSONAL BRANDING: A CASE STUDY OF THE CAMPAIGN OF JAKARTA DPRD CANDIDATE WILLIAM ADITYA SARANA IN THE 2024 ELECTION. Jurnal Ilmiah Ilmu Komunikasi Communique, 7(2), 269-284. https://doi.org/https://doi.org/10.62144/jikq.v7i2.508
Section
Articles
