Personal branding calon kepala daerah melalui visual framing di media sosial Instagram
DOI:
https://doi.org/10.17977/um022v9i12026p87-95Keywords:
Personal branding, Visual framing, Instagram, Kampanye politik digital, PilkadaAbstract
Personal branding of regional head candidates through visual framing on Instagram social media
This study aims to analyze the personal branding strategies of regional head candidates through a visual framing approach on Instagram in the 2024 Sumedang Regional Election. Sumedang, a regency that simultaneously develops digital and cultural identities rooted in Sundanese tradition and religiosity, offers a unique context for examining digital political communication. Dony Ahmad Munir, a former regent with strong religious roots, and his running mate, Fajar Aldila, who represents a youthful spirit, utilize Instagram to build a strong public image. This study uses a qualitative approach with content analysis and user interaction methods, focusing on Instagram posts @donyahmad.munir (118 thousand followers, 6,284 posts) during the campaign period of August 28–November 23, 2024. The findings show that Dony Fajar's visual framing strategy includes the use of visual symbolic elements, fashion choices, graphic narratives, and participatory content such as the live program "Magrib Mengaji" and a digital poster design competition with a total prize of Rp2,000,000, involving the public as judges. These strategies effectively shape positive public perception, build symbolic legitimacy, and strengthen emotional connection with young voters. Consistent and interactive visual presentations have been shown to increase audience engagement, reflected in high numbers of likes, comments, and shares, expand the reach of political messages, and strengthen personal branding in the digital space.
Penelitian ini bertujuan untuk menganalisis strategi personal branding calon kepala daerah melalui pendekatan visual framing di Instagram dalam Pilkada Sumedang 2024. Sumedang, sebuah kabupaten yang secara bersamaan mengembangkan identitas digital dan kultural yang berakar pada tradisi Sunda serta religiusitas, menawarkan konteks unik untuk mengkaji komunikasi politik digital. Dony Ahmad Munir, mantan bupati dengan akar keagamaan yang kuat, dan pasangannya, Fajar Aldila, yang merepresentasikan semangat muda, memanfaatkan Instagram untuk membangun citra publik yang kuat. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis konten dan interaksi pengguna, berfokus pada unggahan Instagram @donyahmad.munir (118 ribu pengikut, 6.284 unggahan) selama masa kampanye 28 Agustus–23 November 2024. Temuan menunjukkan bahwa strategi visual framing Dony Fajar meliputi penggunaan elemen simbolik visual, pilihan busana, narasi grafis, serta konten partisipatif seperti program live "Magrib Mengaji" dan kompetisi desain poster digital berhadiah total Rp2.000.000,– yang melibatkan masyarakat sebagai juri. Strategi-strategi ini secara efektif membentuk persepsi publik yang positif, membangun legitimasi simbolik, dan memperkuat kedekatan emosional dengan pemilih muda. Penyajian visual yang konsisten dan interaktif terbukti meningkatkan keterlibatan audiens, tercermin dari tingginya likes, komentar, dan shares, memperluas jangkauan pesan politik, serta memperkuat personal branding di ruang digital.
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