PERSONAL BRANDING IRWAN PRAYITNO DAN NASRUL ABIT PADA PEMILIHAN GUBERNUR DAN WAKIL GUBERNUR SUMATERA BARAT 2015

Febriani, Febriani (2016) PERSONAL BRANDING IRWAN PRAYITNO DAN NASRUL ABIT PADA PEMILIHAN GUBERNUR DAN WAKIL GUBERNUR SUMATERA BARAT 2015. Masters thesis, Universitas Andalas.

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Abstract

Personal Branding is a process in cultivating positive perception about someone to others’ mind which lead others to have a sympathy or support him or her. Nowadays, personal branding is conducted by politicians as a strategy in political communication to win the general election. Personal branding can be performed by media or facet to face. There are three pillars in personal branding, i.e : character, competency and strength. This is a qualitative research which reveal the process of personal branding of duo Irwan Prayitno and Nasrul Abit in winning local general election of West Sumatera 2015. Based on communication theory of Harold D. Lasswell: who says what in what channel to whom with what effect. This research will describe what the communicators do in constructing their personal branding and gaining their goal, that is winning the local general election in West Sumatera 2015. The discussion in this research is enriched with personal branding theories from personal branding’s experts Peter Montoya, Tom Vandehey and Hubert K. Rampersad, besides local expert Dewi Haroen. This research reveals that face to face is more effective in performing personal branding rather than using media for local general election in West Sumatera. This is in accordance with the new rule of local general election, Undang Undang nomor 8 tahun 2015. Keywords :personal branding, political communication, local general election, face to face, media

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