BRANDING POLITIK SHERLY TJOANDA SEBAGAI PEREMPUAN: ANALISIS ISI KUALITATIF TIKTOK @SHERLYTJOANDA

Meliana, Restu Krissintya (2026) BRANDING POLITIK SHERLY TJOANDA SEBAGAI PEREMPUAN: ANALISIS ISI KUALITATIF TIKTOK @SHERLYTJOANDA. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study investigates political branding construction of Sherly Tjoanda, Governor of North Maluku, as a representation of women's leadership through TikTok-based digital political communication. The emergence of female regional leaders who actively utilize TikTok as a political communication platform presents a significant phenomenon, particularly within Indonesia's political landscape where women's representation remains below the mandated 30% affirmative quota. Using qualitative content analysis, this study examines 70 videos from the TikTok account @sherlytjoanda published between January and March 2026. Political branding theory from Caprara, et al., encompassing seven brand personality dimensions, serves as the grand theory, while Grebelsky-Lichtman's Mixed Communication Model functions as the analytical framework for examining gender communication patterns within each content category. Findings reveal that the Competence and Energy dimension dominates the corpus, reflecting a deliberate strategy to counter the public skepticism commonly faced by female leaders. Regarding gender communication patterns, the dominant pattern across the corpus is feminin verbal combined with feminin nonverbal communication, diverging from the Mixed Communication Model which predicts masculine verbal as the prevailing pattern among senior female politicians. This divergence is shaped by TikTok's informal character, which privileges authenticity over formal authority. The study concludes that Sherly's political branding reframes femininity as a conscious leadership strategy within digital political communication spaces. Keywords: Political Branding, Women’s Leadership, TikTok, Mixed Communication Model, Digital Political Communication

Item Type:

Thesis (Undergraduate)

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