ANALISIS SEMIOTIKA PADA POLITICAL BRANDING WALIKOTA SOLO PADA AKUN TWITTER @gibran_tweet

Abstract

Social media can be used as a medium in the formation of personal branding, including political figures. One of the social media used by political figures is Twitter. This research aims to analyze and describe the personal branding of Gibran Rakabuming Raka, the mayor of Solo through his personal Twitter account. This research uses a qualitative approach in an interpretative paradigm. The method used in this research is semiotic analysis by Charles Peirce. The focus of this research is to analyze the personal branding of the mayor of Solo who often replies to comments on his personal Twitter social media account. Data collection was done by observation and documentation. The results of this study indicate that the formation of Gibran Rakabuming's personal branding is formed through three political branding indicators, namely Appearance, Personality, and Political Key Message. Political branding that Gibran Rakabuming Raka wants to form, namely, as a Mayor who has real work in developing Solo City, transparent, close to the people, especially millennials, relaxed, simple, and populist.