Political Branding kaesang pangarep dalam mempromosikan pendidikan politik di Youtube

Haikal, Muhamad Alif (2024) Political Branding kaesang pangarep dalam mempromosikan pendidikan politik di Youtube. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Penelitian ini membahas tentang political branding Kaesang Pangarep dalam mempromosikan pendidikan politik melalui YouTube. Masalah utama adalah bagaimana Kaesang Pangarep, sebagai politisi muda, memanfaatkan strategi branding untuk menarik perhatian publik dan membangun citra politik yang positif. Tujuan penelitian ini adalah menganalisis strategi komunikasi politik yang digunakan oleh Kaesang dalam mempopulerkan pendidikan politik di masyarakat, khususnya melalui media digital. Teori yang digunakan adalah teori branding politik dan representasi politik. Teori ini membantu memahami bagaimana identitas politik dan pesan disampaikan melalui media sosial, terutama YouTube, sebagai alat komunikasi politik yang semakin penting. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Data dikumpulkan melalui analisis konten video YouTube yang diunggah oleh Kaesang, wawancara dengan pengamat politik, serta tinjauan literatur terkait branding politik dan komunikasi digital. Teknik analisis data menggunakan directed content analysis, dengan penggunaan Python dan API YouTube. Hasil penelitian menunjukkan bahwa Kaesang Pangarep berhasil memanfaatkan humor dan branding pribadi untuk membangun citra politik yang unik. Humor dan konten relevan yang digunakan berhasil menciptakan identitas politik yang kuat, yang meningkatkan partisipasi politik di kalangan audiens muda. Ini menunjukkan bahwa YouTube bisa menjadi alat yang efektif dalam strategi political branding. English: This study examines the political branding of Kaesang Pangarep in promoting political education through YouTube. The main issue addressed is how Kaesang Pangarep, as a young politician, utilizes branding strategies to capture public attention and build a positive political image. The goal of this research is to analyze the political communication strategies employed by Kaesang in popularizing political education, particularly through digital media. The study is grounded in the theories of political branding and political representation. Thesetheories are used to understand how political identities and messages are constructed and communicated through social media, especially YouTube, which is becoming an increasingly important tool for political communication. A qualitative research method with a descriptive approach was used. Data were collected through content analysis of Kaesang’s YouTube videos, interviews with political observers, and a literature review related to political branding and digital political communication. Data analysis technique used is directed content analysis, incorporating Python and YouTube API for keyword analysis based on relevant political branding theories. Findings indicate that Kaesang Pangarep successfully leverages humor and personal branding to create a unique and appealing political image. Through clever humor and relevant content, he has built a strong political identity that not only attracts attention but also increases political participation among his young audience. This demonstrates that YouTube can be an effective tool in political branding strategies

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