Nila Nurlimah, dkk. Dedi Mulyadi Political Branding In Identifying Sundanese... MediaTor, Vol 13 (1), Juni 2020, 39-48

Dedi Mulyadi Political Branding In Identifying Sundanese Characters

1Nila Nurlimah, 2Aziz Taufik Hirzi,3 Leti Karmila, 4Nur Fitriastuti

Universitas Islam , Jl. Tamansari No. 1, Bandung, . E-mail: [email protected]; [email protected];3 [email protected]; [email protected]

Abstract. This study examines how the politics of branding conducted by the Regent of Purwakarta Dedi Mulyadi in organizing and actualizing Purwakarta as a city with Sundanese characters. This study uses a qualitative method with a case study approach, intending to map various political branding efforts undertaken by Dedi Mulyadi, both from policies in different sectors and implementation in the field. The qualitative data analysis steps such as data reduction, data presentation, and conclusion carried out simultaneously. The results of this research are Dedi Mulyadi has taken political branding strategies and has been carrying out Sundanese nuanced political activities consistently and intensively, both through policy and direct socialization to citizens practically in an interactive, consistent, active, and participatory manner. Sundanese culture in the vision and mission of the local government implemented in local government policies in various sectors; education, tourism, and spatial sector. Dedi Mulyadi internalized Sundanese culture through innovative and creative ideas by following the changing times. Dedi Mulyadi’s has brought Purwakarta as a city of culture as “Purwakarta Istimewa.”

Keywords: Political Communication, Local Wisdom, Political Branding, Culture, Sundanese

INTRODUCTION entitled and obliged to manage its local Regional culture as identity is a government affairs and the interests of the culture that needs to maintained and community as long as it takes not violate noticed to enrich national culture. It the function of regional autonomy itself, reflected in Article 32 of the 1945 to improve the welfare of the society. Constitution, “The government is During the leadership of Dedi advancing the culture of the Indonesian Mulyadi, Purwakarta carried out the people.” This article clarified with political branding strategy of Purwakarta the explanation, “Nation’s culture is a with Sundanese culture. The purpose culture that arises as a whole effort of of this political branding is to make the people of Indonesia”. The existence Purwakarta stronger in its image as a city of the statement above shows that culture with Sundanese cultural characteristics. administered by the state. Dedi Mulyadi made policies laden with As an implementation, a Regional Sundanese culture, both aspects of Autonomy Law No. 32 of 2004 issued language and Sundanese local wisdom stated that regions have the right to make values. their regional regulations. Each region According to Allan as quoted by has the authority to issue policies to Rosilawati (2018), a brand is not only a preserve local culture. The region is also name for a product, organization, or place,

DOI: https://doi.org/10.29313/mediator.v13i1.5347 39 MediaTor, Vol 13 (1), Juni 2020, 39-48

but the brand is a promise. Branding is of political branding. Seventh, state an activity to create value, reputation, branding is an effort made to build and products, or services for anyone involved maintain a positive image of a country in the brand and create value for customers holistically. who want the product. Branding Dedi Mulyadi political branding combines the elements of strategic aims to socialize Sundanese culture not planning, marketing communication, only in the social sphere, but also in the market research, and organizational political culture of the “Inohong” and development. Meanwhile, according to the Purwakarta community. Purwakarta Scammel as quoted by Soetomo (2013), community has a unique culture as a branding is the use of strategic steps in Sundanese ancestral heritage. Sundanese the art of building a political image. The political culture believed that the socio- step refers to tactics used by politicians to economic situation can be improved. gain popularity. Almond (1960) said that political culture There are several types of branding as a concept that consists of several (Saputra, 2012); first, personal branding, manner of beliefs, values, and skills is an image that is in the mind of a client that applied to the whole society. It also about a person. Three crucial aspects of includes trends and patterns of habits that personal branding, namely the person, can found in a group and community. promises, and relationships. Second, Culture is also a way of life and a whole product branding, is the managerial pattern of community life, political, responsibility of the product manager, the religious, social, and economic interests. functional responsibility of marketing, Cultural elements that can bridge the focus on products and consumers, and individual in understanding a matter or marketing communication as limited politics in this study based on aspects to the marketing mix. Third, corporate of trust. In general, faith can be seen as branding, the more extensive scope than subjective possibilities that individuals product branding. Corporate branding believe that an object or event has specific is the managerial responsibility of characteristics (Mulyana, 2015). the CEO. Fourth, city branding is the Purwakarta is the city of culture identity, symbol, logo, or brand attached that is constructed by political branding to an area. The advantage of gaining through local government policy which city branding, the city should be widely is full of Sundanese cultural content, known to everyone. Purwakarta carries out the development Fifth, destination branding is an and wheels of the local government of effort to change a person’s perception of Sundanese people, by way of Sundanese, a place or destination, including seeing and for Sundanese people. Social the different places to be chosen as a construction is a social process described destination to be visited. Sixth Political by Luckman & Berger (1966); through branding, it is required for political their actions and interactions, individuals branding to increase the quality of vision create continuously a reality that is shared and strengthen specific political figures and experienced together subjectively. or institutions rather than merely raising Peter L. Berger is a sociologist from prestige or authority. The process of the New School for Social Research, political branding includes understanding New York, while Thomas Luckman of image, character, performance, is a sociologist from the University track record, and goals of institution or of Frankfurt. The social construction personal must achieve before other stages theory formulated by two academics as

40 Nila Nurlimah, dkk. Dedi Mulyadi Political Branding In Identifying Sundanese... a theoretical and systematic study of the Sundanese culture. sociology of knowledge. Furthermore, Downer (2011) The term construction of social said that political branding is also a reality became famous since introduced strategy to identify, differentiate, and by Peter L. Berger and Thomas Luckman influence political offer with emotional through their book entitled The Social and functional values for constituent’s Construction of Reality: A Treatise in the attractiveness and attachment. Downer Sociological of Knowledge (1966). They also concluded: First, voters or the public described the social process through can build “engagement” in a branding actions and interactions, where individuals behavior; Second, voters/community create continuously a reality that is shared engagement does not only arise from and experienced together subjectively. The internal factors on the part of the voter/ origin of social construction starts with community, but can also occur from the philosophy of constructionism that activities carried out by political parties starts from cognitive construction ideas. or the public. Political branding explains According to Von Glaserfeld, cognitive how voters/communities view and construction notions emerged during this respond to a political party or policy. They century in Mark Baldwin’s writings that see a political party/community as they widely deepened and disseminated by see other service brands, and use their Jean Piaget. However, when traced the knowledge of consumer brands into the main idea of constructivism have been political sphere. So, voters/community started by Giambatissta Vico, an Italian treat political brands the same way they epistemologist, he is the forerunner of treat commercial brands. constructivism (Suparno in Bungin, This study explores the political 2008). Next, Berger and Luckman process of branding in several aspects (Bungin, 2008) explained social reality of the Sundanese character, such as the by separating the understanding of social-cultural/educational, governance, reality and knowledge. Reality defined and spatial aspect. The three aspects as the qualities found in the reality that of this implementation increasingly recognized as a ‘being’ that does not developed during 2013 to 2018 or the depend on our own will. Knowledge second period of Dedi Mulyadi as Regent defined as the certainty that reality is real of Purwakarta. and has specific characteristics. The purpose of Purwakarta’s METHOD political branding is not only to strengthen According to Hasbiansyah (2004), the identity and existence of Sundanese the research aims to reveal what happened. cities, but also to compare leaders with This research uses a qualitative method Sundanese identification, as revealed by with a case study approach. Creswell Mitsikopoulou (2008), that the political (2002) explains that research can be branding process aims to shape the image referred to case study research if the and personality of leaders. Dedi Mulyadi research process is carried out in-depth has shown himself as a regional head and thoroughly in the case under study. who has a Sundanese character, both in One of the specifications of case physical appearance laden with Sundanese study research as a research method is cultural symbols, which always used in its purpose. Case study research best both formal and informal forums. Dedi used in research aimed at answering the also expressed the Sundanese idea and ‘how’ and ‘why’ questions of something behavior that implied the noble values of being studied. Through such research

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questions, the substance contained in data categories can be pure and do not the case study can be explored in-depth. overlap with each other; (3) Look for The other specification of case study relationships between the categories. research is the nature of the object that studied. In the kind of research, the cases RESULTS AND DISCUSSION are contemporary related to the present. Purwakarta Political Branding The contemporary cases mean that they Policy with Sundanese Culture are happening and have already happened Characteristics but have an impact that can still felt at the Purwakarta previously did not have time of the study. the identity and character of Sundanese Data collection techniques for this as we know it today. However, in some research used in-depth interviews with communities - especially in the elderly - the concerned Regent Dedi Mulyadi. The awareness to maintain Sundanese cultural interview conducted with the Secretary of values is still firmly planted. While on the Tourism & Culture Purwakarta , other hand, the potential of the region and Head of Disdik , its strategic geographical location allows and Head of Spatial Planning for more Purwakarta to become a developed complete data. The data validity test city and well known among other cities was conducted by the FGD, which was throughout Indonesia. It is what triggers attended by officials of the Purwakarta Dedi Mulyadi’s idea to build Purwakarta Regency Government and Sundanese with the Sundanese concept. Purwakarta cultural figures. will be branding with Sundanese The data analysis step of this study characters as its branding identity. And this based on the qualitative data analysis great idea must be implemented through model from Miles and Huberman a significant breakthrough. Then Dedi (2007) that suggests the qualitative data began to realize this idea into regional analysis step consists of three activities policies that became his authority as the that carried out simultaneously, namely regional head. data reduction, data presentation, and Solichin Abdul Wahab (2012) conclusion/verification. For further states that policy consists of interrelated clarify, it can be seen in the FIGURE 1. and patterned actions that lead to specific The data analysis used in this study goals and are carried out by government refers to the technique introduced by officials consistently. The pol does not Glasser & Strauss, Lincoln & Guba cited only include the decision to enact laws in Rachmat (2006). The stages of the in practice, but has to be followed by data analysis are explained as follows: a decision or technical guidance for (1) Put events (data) into categories. implementation in more detail, related Categories must be comparable to each to the implementation process and the other; (2) Expand the categories so that mechanism of the process. A policy has to be followed by actions taken in an institution to solve a problem. A political branding is a political act through political strategy, namely the interaction between the government and the community in the framework of the process of making and implementing binding decisions about FIGURE 1. Step of Qualitative Data the common good of people who live in Analysis; Interactive Model an area (Surbakti: 1991).

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FIGURE 2. Stages of Purwakarta’s Political Branding Policy with Sundanese Character

The policy with Sundanese In practice, the realization of culture is a realization of the politics policies in several sectors not carried out of branding whose purpose is to give a at the same time, in the education sector brand to Purwakarta and market it to be starts with the socialization of several better known as a Sundanese city. The teaching staff firstly and then proceed to application of Sundanese culture into the parents/guardians or directly to students. vision and mission of this regional policy Likewise, for the tourism sector and is an effort to appreciate the local culture spatial planning, socialization was carried to get optimal support and participation out first, both to relevant agencies and from the people of Purwakarta. The the entire community. This stage of the application of Sundanese cultural to socialization carried out so that the related regional strategy policy can arouse a offices and the whole society are more sense of community ownership of various prepared and understand their values, not local government programs and also the merely implementing policies. heads of their regions. In its implementation, the branding Purwakarta’s Political Branding process is not easy, but it requires a Sectors Characterized by Sundanese strategy and not a short time to fulfill Culture the goals. Furthermore, Dedi Mulyadi According to Syamsul Bachri carried out political branding since the Day (2005), the characteristics of high- first period and continued intensively in level politics are: amanah (trust), mas the second period consistently continue uliyyah (responsibility), and ukhuwah to strengthen the Sundanese culture (brotherhood). Political branding is a in every development. This political political implementation strategy of Dedi branding policy strategy is carried out in Mulyadi at a high level. 3 stages, namely: making a general vision The Regent of Purwakarta Regency and mission of regional development, perceived the authority to lead Purwakarta continued with the vision and mission of as a mandate from his constituents to the Sundanese culture inserted, then the bring Purwakarta into an advanced vision and mission contained in policies Sundanese city that well-known among in several sectors, which are the education the regions in the province of West . sector, spatial planning, and tourism. The Branding Purwakarta as a Sundanese city stages of the Purwakarta policy formation supports the achievement of regional processed with Sundanese characters vision and mission with the support of visualized in FIGURE 2. all Purwakarta residents. The political

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branding implemented into three main Thursday. That is, in practice, students sectors, which are: the education sector, required to be more creative, especially the spatial sector, and the tourism sector. from the side of social sensitivity. Fifth is The education sector is the most Jum’at Nyucikeun Diri. It means Friday crucial among the others because it is a is a time to hone the spirit so that purity pillar of character building. Dedi Mulyadi of heart is maintained and always draws revealed, “The context of character closer to God. education was born in the 18th century... Sixth and Seventh is Sabtu Minggu its characteristic is that there is an internal Betah di Imah, Saturday-Sunday is the order based on a hierarchy of values, closing of student learning activities. coherence, autonomy, firm, and loyal Students opted out of teaching and ... This is what the Purwakarta people learning activities. The theme Betah di who are firmly adhering with Sundanese Imah (Saturday-Sunday enjoy at home) customs want to absorb. ... “ does not mean there are no lessons for In the education sector, the policy these students. They still have to learn that rolled out 7 Poe Atikan Istimewa, from their parents. For example, to do that is a concrete form of education their homework and so on. policy with Sundanese character. In In the spatial sector, the spotlight the application, the local government is the construction of infrastructure implements thematic elements and create and building layout in the Purwakarta a philosophical value in every learning. city area. The policy that rolled out is 9 The type of 7 Poe Atikan Istimewa policy, Steps of Purwakarta Love Ladder. The first, it consists of Senin‎ Ajeg Nusantara. realization of this policy implemented Monday is the beginning of the process in the schools, offices, and government of internalizing character values in buildings that enrich the Gapura (gates) learning. Ajeg means upright. If it uses and the provision of parks that use the as a phrase with the word archipelago, it Sundanese icon. The gates, fences, and means sturdiness of the entire landscape office roofs in the Purwakarta area of of archipelago with all the traditions government called Julang Ngapak, the and culture of each region. So, during virtue of wings of the bird at the building Monday, all lessons delivered to students means the air can directly felt where must be synergized with patriotic values, the roof of Julang Ngapak has inflow potential, and all phases of history air circulation. The meaning of Julang that have occurred in Indonesia/the Ngapak is that humans must live together archipelago. with or unite with the nature of the air. Second, Salasa Mapag Buana is The structure of the city aims not only the theme for Tuesday. Mapag means to strengthen the character of Sundanese pick up, while Buana means the world. in Purwakarta, but also to attract local, In this case, in the implementation order, national and international tourist. all types of world civilizations were In the tourism sector, Dedi introduced on Tuesday to all students. Mulyadi encourages artists to be more Third, Rebo Maneuh di Sunda, is a theme creative in producing many artwork with for learning on Wednesday. Maneuh Sundanese cultural values and referring means stay. So, it felt Maneuh di Sunda to the universe. Genye art is a Purwakarta semantically emphasizing the meaning Regency typical performance art. It is related to the provisions of students an abbreviation of Gerakan Nyere, the living in Sunda. Fourth, Kemis Nyanding performance art is a dance using Nyere Wawangi is the theme of learning every that means broomstick.

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The other arts are music and fine communication ultimately resulted in arts, which are the tradition of children the support and participation of people who bath in mud. This tradition reflects who are proud of the Sundanese ancestral a philosophy of human beings who come cultural heritage. from the soil and will return to become According to Wasesa (2011), there soil, as often expressed in the Sundanese are several stages in branding a political philosophy Papat Kalimah Pancer. All brand, including 1) Consistent. The of these artistic activities and cultural consistency of political attitudes shown by traditions are always routinely held in politicians will have a positive impact in cultural festivals during the Purwakarta the eyes of society. In turn, it will be able City anniversary. to cause positive word of mouth effects. 2) Activation. Do the brand activation Analysis of Purwakarta’s Political as often as possible. 3) Participation. Branding Process with Sundanese Political leaders must dare to jump down Culture Characteristics and directly interact with the community Haroen (2014) suggests that on an ongoing basis. branding is an activity intended to build The practice of the three principles the perceptions and beliefs of others. For was carried out by Dedi Mulyadi in several political purposes, branding has to be sectors. First is the education sector. programmed. Through more interactive With the “7 Poe Atikan Istimewa” policy, and constructive communication, “Budak Angon” program, and big harvest, branding can have the potential to it has shown that Sundanese values are build closer emotional relationships applied consistently in education among with constituents. Political branding formal schools. Likewise, in the tourism is a strategic way to manage political and urban planning sector, this consistency perceptions of political products (political can be seen from how tourism and urban strategies/ policies, at so on), where these planning in Purwakarta are inseparable perceptions differentiate the product/ from the Sundanese values that always policy in competition with other similar highlighted, and in every policy, they products/policies. carry Sundanese values. It shows the Dedi Mulyadi leadership carried determination to return to emerge and out the vision and mission of building strengthen the value of Sundanese in the city of Purwakarta using Sundanese Purwakarta, proven by an annual culture characteristics has raised Sundanese festival that takes Sundanese cultural values in various aspects and sectors of themes. For example, “Genye” art, an the regional government. It is the political original art from Purwakarta which has branding as a strategy to advance the Sundanese philosophical value in it, then city of Purwakarta with Sundanese the construction of city gates, theme character. Sundanese character branding parks, and the roofs of several buildings is done massively and programmed. with “Julang Ngapak” construction. They Through this effort, Purwakarta will also change of school names by using be known not only as a developed city hero figures of Sundanese name, and but also as a city that has a Sundanese there are many more forms of political identity, both mentally and character, and branding that are all carried out to unify physical spatial order. Furthermore, this Purwakarta with Sundanese character in program is socialized intensively to the concrete. public through vertical, horizontal, and Second is activation. The activation participatory communication. Intensive in the education sector will be able to be

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FIGURE 3. The Political Branding Process of Purwakarta with Sundanese Character

seen when it continues to socialized to to understand and believe that the policy students by the teachers and regulations issued is not only artificial. The regent that applied in school. Activation of visits the school and directly practicing a brand can not only be seen in the the delivery of Sundanese character regulation or policy but continues to education materials. He also participates apply and encouraged so often. In the in the harvesting activities mingle with tourism sector and city planning, this school children in rice fields and plant activation also looks so massive and can rice together by interacting directly with be seen from a variety of tourism activity them. In the tourism and urban planning events that always use the Sundanese sector Dedi Mulyadi often goes to every theme and value so that people will see cultural event and the construction of and understand them in a real and periodic several facilities that replaced with manner. In turn, Sundanese values will be Sundanese themes directly. The presence embedded automatically. Likewise, in the of the head of the region directly on the urban planning sector, the construction of implementation of various Sundanese several gates, theme parks, the names of cultural-political branding programs schools that are replaced by Sundanese certainly has a great potential to arouse heroes figures are carried out and activated the spirit of the Purwakarta community periodically, gradually, and continuously, to support and participate with full so that the Sundanese values will be able awareness. His presence has fostered to be understood by the whole community. togetherness spirit and proudness to be a Third is participation that relates Sundanese in the land of Sundanese. It to the Dedi Mulyadi as the regional head makes them ready to advance towards the officer participated in the implementation glory of Sundanese together. Furthermore, of Sundanese values in several sectors. this political branding process visualized In practice, Dedi Mulyadi massively in the FIGURE 3. plays a direct role in the community to provide an understanding of the policies CONCLUSIONS that he issued. It is easier for the public Dedi Mulyadi’s political branding

46 Nila Nurlimah, dkk. Dedi Mulyadi Political Branding In Identifying Sundanese... aims to form the city of Purwakarta with used as political branding by the relevant Sundanese character carried out through local government. How the resilience of the implementation of policies in various the Purwakarta community to maintain sectors following the vision and mission the discernment of local culture during of the regional government of Purwakarta huge exposure of modern culture, how Regency which prioritizes Sundanese to optimize communication technology cultural values. This policy of political in strengthening local wisdom, and how branding applied in the socio-cultural, millennials respond to local wisdom. All education, and indoor and outdoor of these phenomena need to explored spatial sectors in the local government qualitatively; (2) Quantitative studies of Purwakarta Regency. The politics suggested to look at the correlation of local cultural branding received a between local cultural values compared positive response and support from the with community participation in Purwakarta community because the supporting local government programs. Sundanese culture is the identity of the Relation between local wisdom compared Purwakarta people that have entrenched with the millennial generation’s attitude as Sundanese heritage for a long time. as a generation that is vulnerable to The political branding of Purwakarta exposure to new media and social media with Sundanese character is the original has to explore. Also, how far the extent of idea of Dedi Mulyadi was able to make awareness and responsibility of millennial the Purwakarta community aware of the generation towards the culture of their revival of Sundanese ancestral heritage, ancestors. Quantitative approaches still to organized Purwakarta with Sundanese need to used to understand the correlation characteristic. There is a strong of several variables, especially between correlation between political power as community and local government the head of the region with the love of the variables. people for Sundanese cultural wisdom. It makes Purwakarta’s branding modern but REFERENCES still maintain Sundanese characters. Azhari, Astrid Benedita. (2018). Analisis The political branding of local Proses Branding Kabupaten culture can sometimes be inseparable Purwakarta (Branding Process from a position or political power of a Analysis Of Purwakarta Regency). regional head. Political branding can also Jurnal Vol. 05, No. 01. 2018. be used as a vehicle to form a regulation Berger, L. Peter dan Luckmann. (1966). following the ideas of the regent. Dedi The Social Construction of Reality. Mulyadi original idea in shaping Unites Staties. Anchor Book. Purwakarta into a modern city with a Bungin, Burhan. (2003). Analisis Data Sundanese cultural spirit implemented Penelitian Kualitatif . Jakarta: PT through local government policies is an Raja Grafindo Persada Bungin, Burhan. (2008). Penelitian example. Kualitatif Komunikasi, Ekonomi, KebijakanPublik, dan Ilmu Sosial Suggestions Lainnya. Jakarta. Kencana Prenda (1) The study of the political branding of Media Group. local culture needs to be developed further, Bungin, Burhan. (2008). Konstruksi Sosial both in a qualitative and quantitative Media Massa: Kekuatan pengaruh approach. The qualitative approach used Media Massa. Iklan Televisi, dan to explore how the local community’s Keputusan Konsumen serta kritik understanding of cultural wisdom is Terhadap Peter L Berger dan Thomas Luckmann. Jakarta: Kencana

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