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All Journal Diakom : Jurnal Media dan Komunikasi Communicology: Jurnal Ilmu Komunikasi
Alan Dermawan
Universitas Indonesia
Decision Sciences, Operations Research & Management Social Sciences

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Storytelling Digital Lewat Vlog Sebagai Media Rebranding Basuki Tjahaja Purnama Alan Dermawan
Communicology: Jurnal Ilmu Komunikasi Vol 9 No 1 (2021): Communicology: Jurnal Ilmu Komunikasi, Volume 9 No 1 Juli 2021
Publisher : DIII Prodi Humas Fakultas Ilmu Sosial Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/COMMUNICOLOGY.021.02

Abstract

ABSTRACT After being released from prison for the blasphemy case, politician Basuki Tjahaja Purnama backs on politic and rebuilding his reputation. Using the vlog as a medium, Basuki presents a new personality which is more positive and friendly, so that the public can forget his negative image in the past. This study aims to identify storytelling in Basuki's vlog as a form of rebranding activities he undertakes. The research method was carried out through literature studies and by descriptive analysis techniques. Data collection techniques were carried out using thirteen vlogs on “Panggil Saya BTP” Youtube channel. The results showed that Basuki consistently displayed rebranding activities through storytelling in vlogs. The rebranding activity was carried out by Basuki with new name, new logo, and new slogan, which was carried out to erase the negative image of his past. The construction of positive impressions was carried out by Basuki in the vlog through storytelling both explicitly through content and explicitly through gestures, although there was a lack of technical storyplotting elements. The presence of Basuki on Youtube can be one example of the successful adoption of new media in political communication conducted by politicians after experiencing a reputation crisis. Keywords: Political Branding, Rebranding, Storytelling, Vlog
DIGITAL STORYTELLING THROUGH VLOG AS A REBRANDING MEDIA FOR BASUKI TJAHAJA PURNAMA Alan Dermawan
Mediakom Vol 3 No 2 (2020): Vol 3 No 2 (2020)
Publisher : Pusat Penelitian dan Pengembangan Aplikasi Informatika, Informasi dan Komunikasi Publik (APTIKA dan IKP) Badan Penelitian dan Pengembangan SDM Kementerian Komunikasi dan Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17933/diakom.v3i2.73

Abstract

After being released from prison for the blasphemy case, politician Basuki Tjahaja Purnama has returned to politics and rebuilding his reputation. Using vlog as a medium, Basuki presents a new personality as “BTP” which had more positive attitude than his past self as “Ahok”. This study aims to identify digital storytelling in Basuki's vlog as a form of rebranding activities he undertakes. The research was conducted through critical paradigm with semiotics analysis by Fiske. Data collected from a vlog on “Panggil Saya BTP” Youtube channel. The results showed that Basuki consistently displayed rebranding activities through storytelling in vlogs. The rebranding activity was applied by Basukithrough new name, new logo, and new slogan, which was carried out to replace the negative image of his past. Although there was a lack of technical storyplotting elements, the construction of positive impressions were consistently portrayed by Basuki in his vlog through storytelling, both explicitly through content and implicitly through gestures. The presence of Basuki on Youtube could be an example of the successful adoption of new media in political communication conducted by politicians after experiencing a reputation crisis.
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