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MEMBANGUN BRANDING POLITIK PEREMPUAN DI TIKTOK: ANALISIS ISI KONTEN AKUN @SHERLYTJOANDA Krissintya Meliana, Restu; Rahmawati, Aulia
Pendas : Jurnal Ilmiah Pendidikan Dasar Vol. 11 No. 03 (2026): Volume 11 No. 03, September 2026 Release
Publisher : Program Studi Pendidikan Guru Sekolah Dasar FKIP Universitas Pasundan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23969/jp.v11i03.59892

Abstract

Women's representation in Indonesian political leadership remains far below the mandated 30% affirmative quota, making the emergence of female regional leaders a significant phenomenon worth examining. This study investigates how Sherly Tjoanda, Governor of North Maluku, constructs her political branding as a woman through TikTok content on the account @sherlytjoanda. The central question addressed is: how is Sherly Tjoanda's political branding as a woman constructed through TikTok? This research employs a qualitative descriptive approach using qualitative content analysis as its method. The corpus consists of 70 videos published between January and March 2026, analyzed through a layered coding framework based on Carprara et al.'s political branding personality, encompassing seven dimensions: sincerity leads to agreeableness, competence and energy, excitement, openness, sophistication, ruggedness, and consociation. Gender communication patterns were analyzed using Grebelsky-Lichtman's Mixed Communication Model (2017), which distinguishes masculine and feminine verbal and nonverbal communication. Findings reveal that the Competence and Energy dimension is the most dominant across the corpus, followed by Consociation and Sincerity Leads to Agreeableness, while Sophistication and Ruggedness appear minimally. In terms of gender communication patterns, feminine verbal combined with feminine nonverbal communication dominates the entire corpus, diverging from Grebelsky-Lichtman's model which predicts masculine verbal paired with feminine nonverbal as the typical pattern for senior female politicians. This divergence is attributed to TikTok's informal character, which privileges authenticity and emotional closeness over formal authority. The study concludes that Sherly's political branding positions femininity not as a liability but as a deliberate and effective communication strategy in digital political spaces.
Co-Authors Abdurahman Abdurrahman Abhanda Amra Adimahsyaf, Nur Fadhilah Adinda, Marsaa Alyaa Aufaa Agustini, Ferina Ahadi Sulissusiawan Akhmad Dasuki Alim, Muhammad Bachrun Althalets, Fareis Andreas, Kukuh Anindita, Fayaza Aqila Ansar, Shafira Salsabil Auliyya Aprilia, Rennanti Lunnadiyah Apriyenti, Apriyenti Ardipratiw, Lintang Ari Susanto Aries Tika Damayani, Aries Tika Arif Widagdo Ariyanti, Sheilla Putri Arrahman, Radhitya Dhimas Asmendri Asmendri Asriani, Lili Ating Yuniarti Azzahro, Shafira Barliansyah, M. Khajar Barokah, Mantep Bay, Rani Laxmi Buana, Sekar Fatima Permata Bustamam, Risman Chilyatuh Chilmiyah, Nur Dalima, Marisa Novita Angelin Dedi Siswanto Dewi, Ferra Listya Sandra Dian Febrinal, Dian Diarany Sucahyati Dita Yuliastrid Dodyawan, Dodyawan Dyah Ayu Wulandari Eka Nurhidayat Endah Wahyuni Fadhilah, Fara Fadhlilah, Faiz Falah, A Mudhoffar Shaddiq Al Fanaba, Yunus Khoirun Faqih Udin Faqih, Abd Raheem Fatmawati, Nurlaila Fatrisna, Yuli Fauzobihi, Fauzobihi Febriyani Eka Supriatin Febriyanti, Syafrida N. Fijriati, Fijriati firharmawan, Hastri Fitrianingsih, Dewi Hanifah, Diva Salma Hayati, Tuti Nur Hidayah, Eva Nur Hilda Laela, Cahya Husnul Khatimah Ika Ratnaningrum Ikrimah, Awalia Latifa Mayda Indah, Diska Indrawati Yuhertiana Irawadi, Hermen Irawan, Pristanto Ria Irvan, Moh.Farizqo Isnaeni, Shifaniya Izaak, Wilma Cordelia Jamilus Jamilus Julia Armaningrum, Faradhiba Juniati, Dhea Desvita Kamila, Adinda Zulfa Khaerunnisa Nur Fatimah Syahnur Khasanah, Putri Yatun Kholimah, Zahrotun Siti Nur Komalasari, Anita Krisanjaya, Krisanjaya Krissintya Meliana, Restu Kurniawan, Sandra Bayu Kurotul Aeni Kusuma, Dhoni Kusumo, Yudiwanti W. E. Linayati M. Ali Fikri Maghfiroh Maghfiroh Maria, Yuli Maulana, Gilang Drajat Maulida, Adzkia Ma’wah, Nuril Muhammad Ardiansyah Muhammad Dailami, Muhammad Muhammad Fazis Musarofah, Zul Musyafa, Nasyith Nabilah, Aviana Zuhrotun Nardiansyah, Afrie nina Jusnita, nina Novita , Marisa Novitasari Novitasari Nugroho, Rahmat Joko Nur Hidayati Nur Khalimah, Zahrotun Siti Nurlaila Fatmawati Oktawira, Leni Peachilia, Ifally Pramesia Putri Permatasari, Maya Pitaloka, Dicka Galuh Poppy Febriana Pratiwi, Hatirah Putri Purnama, Candra Adi Putri Andini, Putri Putri, Farikha Diah Andini Hernowo Rahmat Joko Nugroho, Rahmat Joko Ramadani, Sari Riadi, Sonya Gringsing Rinny S Rinny, Rinny Ririn Puspita Tutiasri Risma, Nindita Rizal, Miftakhul Rizki, Wahyu Pratama Rizqan, Nur Rudi Saprudin Darwis, Rudi Saprudin S, Rinny Sabrina, Amel Putri Saeful Anwar, Saeful Sagala, Zuraida Sahadi Humaedi Salma, Kunti Malikhata Samara, Syifania Hanifah Saputra , Septia Irnanda Saputra, Dimas Andi Sari, Dini Sari, Mila Sarnita, Sarnita Sekhudin, Nur Septi Anitasari, Septi Septyningsih, Nurmila Shafira, Hanna Shafira, Nureka Agisna Sianturi, Andre Soaloon Sibawaihi Sibawaihi Silfia, Galuh Iga Sri Rahmi Sufitri, Ayu Supriatin, Febriyani Eka Syafingi, Tri Wahyu, Imam Syafruddin Syafruddin Syahputra, Dimas Nur Alim Syambasril . Syaripah Taufik Hidayat Teddy Asmara Tinadi, Silvy Felecia Putri Tofik, Akhsan Tommy fimi putra, Muhammad Tri Budiharto Tri Yusufi Mardiana umi barokah Valenta, Arya Venty Meilasari Wahyu, Asisda Waluyadi Wardani, Risma Wahyu Widia, Ida Widiatmoko, Sigit wijaya, tenisye Wijayanti, Dyah Nuri Winarsih, Windu Zahidah, Almyra