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Journal : INJECT Interdisciplinary Journal of Communication

Constructing Political Image in the Mediatized Era: Personal Branding of Indonesian Party Chairmen on Social Media Subekti, Dimas; Salsa Bela, Dinda Rosanti; Novia Rizal, Azira; Rahmadani, Suci
INJECT (Interdisciplinary Journal of Communication) Vol. 11 No. 1 (2026)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v11i1.6522

Abstract

This research aims to analyze the digital personal branding strategies of the chairpersons of the Democratic Party, PKB, and PAN on TikTok. This research uses a qualitative method with a comparative case study approach. The findings of this study indicate that Agus Harimurti Yudhoyono tends to use a formal communication style and content focused on political and professional activities, reflecting an image of institutional and professional leadership. Muhaimin Iskandar demonstrates a more balanced, integrative communication pattern by combining formal, informal, symbolic, and emotional elements with diverse content narratives. Meanwhile, Zulkifli Hasan emphasizes informal and entertainment content, demonstrating a strong adaptation to TikTok's participatory culture. In terms of public response, Agus Harimurti Yudhoyono received mostly positive sentiment, while Muhaimin Iskandar and Zulkifli Hasan showed more varied sentiment patterns. Differences were also found in posting frequency strategies, ranging from momentum-based communication to consistent digital presence. Overall, this research shows that digital personal branding among Indonesian political leaders is diverse and reflects different approaches to political personalization in the digital era. This research highlights the increasing importance of social media in shaping political image, public engagement, and leadership legitimacy in contemporary Indonesian politics.
Co-Authors Abadi, Muh Yusri Abadi, Muh. Yusri Abadi, Muhammad Yusri Adhelin Tiku Rombedatu Adhelin Tiku Rombedatu Adriyana Adevia Afriyana Amelia Nuryadin Agnesya, Viola Agus Salim Ahmad Imam Ilyas Aisya Ramadhani, Warda Aisyah Nur Rahma icha Akbar, Zami Akhyar Al Fajrin, Muhammad Al Kautsar, Rafli Al-Kausar, Jefri Aliyah Maulidyana Alsa, Nur Amalia Amada Amealia Putri Amaliah Amriani. AS Amanda Amalia Putri Amran Razak Amran Razak Ana Sofiah Fitrianih Andi Awaliya Anwar Andi Awaliya Anwar Andi Awaliya Anwar Andi Selvi Yusnitasari, Andi Selvi Andi Tis’a Ramadhani Ansar, Nur Iklil Aflah Anugerah Pratiwi, Sri Aprilia, Sintia Ardayanti Asmudin Ardiati, Siti Arif Anwar Arista, Eva Arizah, Ainun Arsunan Arsin Asmawati Asmawati Azheka, Fayrish Azira Novia Rizal Baharuddin Baharuddin Balqis Balqis Balqis Balqis Bazyrah.S, Sri Tengku Chelnilo Pasudi Chikita Alya Cahya Ningtyas Darmawansyah Darmawansyah Darmawansyah Darmawansyah Darmawansyah Darwis, A. Muflihah Dhea Rizky Andini Dimas Subekti Dinda Rosanti Salsa Bela Dwi Azzahra Syarif Dwi Sefti Hendro Eva Arista Eva Arista FADILA, NUR Faizal Fahmi Fajrin, Muhammad Al Fania Dian Ananta Faqih Hanan Zaidan Fauziah, Ayu Bella Feisha, Alifa Lulu Fhatira Ramadhany Fitri Siska Busdir Fitriyah, A. Tenri Framita Rahman Gabryella Laura Mongan Ghariza Ariane Hadrianti H. D. Lasari Hamka, Nur Annisa Handayani, Mery Handini Damayanti Hapsa Hapsa, Hapsa Hasniati Hamzah Hasriani, St Heriani Husaini Herlina Herlina HR, Arvina Pebrianti Inayah Nur Rahmaniyah Inayatul Izzah Indar Indar Indar Jamaluddin Nasution Jannah, Zainia Jayadi, Nasrah Kasman, Marissa Kautsar, Rafli Al Khaeratun Hisan Ladong, Ar Fani Fanessa Laksmi Trisasmita Lega, Michael Lestari, Sry Ayu Lifiah Lili Ratnasari Lubis, Bunga Salsabila M. Nur Fahresya Ananda S Maielayuskha, Maielayuskha Mailani, Siti Rahma Mangindara, Mangindara Marcelia Amanda Slaliahi Marini Amalia Mansur Marzuki, Dian Saputra Mattaliu, Salsabila Dwi Qalbi Maulida Hasnah Pulungan Mega Marindrawati Rochka Mega Marindrawati Rochka Mega Marindrawati Rochka Mega Rahmi Miftahul Jannah Muh. Amri Arfandi Muh. Yusri Abadi Muh. Yusri Abadi Muhammad Alwy Arifin Muhammad Alwy Arifin Muhammad Arpan Rasoki Daulay Muhammad Syafar Muhammad Umar Hamid Lubis Muhammad Yusri Abadi Muhammad Yusri Abadi Muhammad Yusuf Mutmainna, Mutmainna Muzhaffar, Zaky Nabilla, Alyah Putri Nadila Angel Beniana Naila Salsabila Nasrah, Nasrah Nasywa, Nur Alfiyah Nayla Deshinta Nazaruddin, Balqis Ni Made Viantika Sulianderi Nur Afni Ponseng Nur Alisa Rahim Nur Anggita Rahmadani Nur Annisa Hamka Nur Annisa Hamka Nur Azizah Aini Fitratullah Yusuf Nur Iftitah Ivan P Nur Rahmah, Mutia Nurdiana Nurfiansyah Nurhani Nurhani Nurhayani nurhayani Nurhidayah Nurliyah Lia Nurwahidah Nurdin Opradi, Muhamad Maruli Pandia, Kesya Klarissya Br Pardede, Widya Karolina Br Putra, Dinda Syufradian Putri Hana Pebriana Putri, Firda Andini Putri, Maliny Rahma, Lusi Rahmadhani Rahmawati, Lusi Ramadanis, Ramadanis Reski Fadilah Putri Rezki Pratiwi, Wilda Riangga Putra Saldi Ridwan Mochtar Thaha Rifka Zakilah Djafar Riri Maria Fatriani Risma Aprianti Riswanto Rocki Pratama Rosdiana Rosmanely, St. Ryryn Suryaman Safitri, Herlina Sahira, Fadhia Zahra Salama, Hartini Salsilina, Mutiara Senja Narmansyah Shadrina Rasyiqah Arifin Sri Rahmah Haruna St Rosmanely St. Risky Muthmainnah Ansar St. Rosmanely St. Rosmanely St. Rosmanely Suaidah Btr Suci Fajriani S Suci Qardhawijayanti Sudarsono, Filda winandar Sukri Palutturi Sukri Palutturi Suriah Suriah Syamsuar Manyullei Tasya Maha Rani Tjiang, Faliani Chandra Viky Indra Mahendra B Vitra Amanda WAHYUNI Waode Lailah Jalil Wijaksana, Widya Yuana Wira Dwi Satya Ilham Putra Yunus, Muhammad Arham Zehriyah, Ainun Zul Fatiha Lukmayani Zultoni Lubis