Zahrah, Hani Angelina (2026) Dinamika Persepsi Netizen terhadap Personal Branding Jennifer Coppen. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media has positioned TikTok as a digital space that plays an important role in shaping the image of public figures. Jennifer Coppen is one of the public figures who actively shares her personal life on TikTok, including the phase of revealing her pregnancy before marriage, family life and the loss of her partner, and the introduction of a new partner in public. This openness has generated various netizen responses that shape the dynamics of perception toward Jennifer Coppen’s Personal Branding. This study aims to understand how netizens interpret Jennifer Coppen’s Personal Branding through comments on TikTok. This research uses a qualitative method with a narrative analysis approach. The theories used in this study are Stuart Hall’s Encoding-Decoding theory to examine audience reading positions and Montoya and Vandehey’s The Eight Laws of Personal Branding to analyze the image presented by Jennifer Coppen. The results show that netizens’ perceptions of Jennifer Coppen’s Personal Branding are dynamic and change according to the life context she presents. In the phase of revealing her pregnancy before marriage, netizen comments were dominated by criticism, disappointment, hate comments, and some forms of support. In the phase of family life and the loss of her partner, netizens’ perceptions shifted toward a more empathetic response through narratives of support, sympathy, and appreciation for Jennifer’s role as a mother. In the phase of introducing a new partner, netizens’ perceptions became divided between support and rejection because they connected her latest posts with digital memory and the image that had previously been formed. This study shows that the Personal Branding of public figures on TikTok is not only shaped by the content they present, but also by netizens’ interpretations, responses, and conversations in digital spaces.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HE Transportation and Communications | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Hani Angelina Zahrah | ||||||||
| Date Deposited: | 26 May 2026 07:34 | ||||||||
| Last Modified: | 26 May 2026 08:07 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52597 |
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