Personal Branding of Fahmi Adam on Instagram in the General Election of the Gowa Regency DPRD in 2024

Megumi Rizky Putri; Armin Arsyad

doi:10.29103/mspr.v6i1.21976

Authors

Megumi Rizky Putri Hasanuddin University
Armin Arsyad Hasanuddin University

DOI:

https://doi.org/10.29103/mspr.v6i1.21976

Keywords:

Personal Branding, Instagram, General Election, Regional House of Representatives

Abstract

This research aims to analyse Fahmi Adam's personal branding strategy through the Instagram platform in the context of the 2024 Gowa Regency DPRD General Election campaign. The research method used is qualitative with a descriptive approach, combining Instagram content analysis, participatory observation, and in-depth interviews with Fahmi Adam, the campaign team, and active audiences. The results showed that Fahmi Adam succeeded in building an authentic, consistent, and relevant self-image with strong social, religious, and youth values. This personal branding strategy not only increased the engagement of his followers on social media, but also created emotional closeness and public trust, especially among young voters. The findings confirm the importance of using social media as a space for two-way dialogue and interaction in modern local politics, and show how a strategic digital communication approach can strengthen politicians' electability. The benefits of this research lie in providing practical insights for local politicians in designing effective and ethical digital campaigns, as well as academic contributions in the development of digital political communication studies at the local level.

References

Adani, N. S., & Setianingrum, V. M. (2024). Phenomenological Study of Personal Branding of Gen-Z Climbers on Social Media. Commercium, 8(3), 37-48.

Adnan, M., & Mona, N. (2024). Political Communication Strategy through Social Media by Indonesian Presidential Candidates 2024. Politika: Journal of Political Science,15 (1), 1-20. https://doi.org/10.14710/politika.15.1.2024.1-20

Chavero, P., González, J. J., Bouza, F., Castromil, A. R., & RodrÃguez, R. (2013). The mediatisation of the political agenda: Discussion of the social pact as a conflict of agendas. 2009-2011. Revista Latina de Comunicacion Social,68 , 639-655. https://doi.org/10.4185/RLCS-2013-994en

Gonzalez, A., Schmuck, D., & Vandenbosch, L. (2024). Posting and framing politics: a content analysis of celebrities', athletes', and influencers' Instagram political content. Information, Communication & Society,27 (8), 1605-1627. https://doi.org/10.1080/1369118X.2023.2285495

Helmon, F., Rizal, S., & Djalil, N. A. (2024). Personal Branding Mario David Through Social Media (Case Study of Makassar City DPRD Members). Journal J.SSE: Journals of Social, Science, and Engineering, 3(1), 159-168.

Heryanto, G. G. (2018). Political Communication Media. IRCiSoD.

Hidayat, M. F., Luthfie, M., & Fitriah, M. (2024). Personal Branding of Alfiansyah Komeng in the 2024 Simultaneous Election Campaign. Gema Kampus IISIP YAPIS Biak Edition,19 (2), 176-189. https://doi.org/10.1016/j.molstruc.2024.140774

Iswadi, & Alaby, M. A. (2024). The role of Instagram in increasing the electability of legislative candidates in the 2024 elections in Cengkareng Timur Village - West Jakarta. Southeast Sulawesi Educational Journal, 5(3).

Jannah, M. H. (2024). Digital Personal Branding of Ganjar Pranowo on Instagram Account @Ganjar_Pranowo to Win the 2024 Presidential Election. Islamic University of Indonesia.

Kadir, N. (2022). Social Media and Participatory Politics: A Study of Public Space, Democracy for Millennials and Gen Z. RESIPROKAL: Journal of Actual Progressive Sociological Research,4 (2), 180-197. https://doi.org/10.29303/resiprokal.v4i2.225

Khoerrunnisa, D. A., Sjoraida, D. F., & Priyatna, C. C. (2020). Personal Branding of Millennials Politicians Descriptive Study of Faldo Maldini's Personal Branding as a Millennials Politician. JRK (Journal of Communication Research),10 (2), 126-143. https://doi.org/10.31506/jrk.v10i2.7260

Maulana, I., & Prasetia, A. R. (2024). The Influence of Personal Branding to Increase Millennial Generation Participation in the Implementation of the 2019 Election. COMNEWS 2019 Proceedings, 1-14.

Muharromah, I. A., & Yunita, Y. (2023). Social Media Utilisation as an Effort to Improve Personal Branding. Wistara: Journal of Language and Literature Education,4 (1), 96-101. https://doi.org/10.23969/wistara.v4i1.10247

Munzir, A. A. (2019). The Diverse Role of Social Media in Politics in Indonesia. JPPUMA Journal of Government and Social Politics, University of Medan Area,7 (2), 173. https://doi.org/10.31289/jppuma.v7i2.2691

Restusari, F. N., & Farida, N. (2019). Instagram as a Personal Branding Tool in Shaping Self-Image (Study on Bara Pattiradjawane's Account). Mediakom: Journal of Communication Science,3 (2), 176-186. https://doi.org/10.35760/mkm.2019.v3i2.2340

Utomo, W. P. (2013). Considering Social Media in Political Marketing in Indonesia: Learning from Jokowi-Ahok in DKI Jakarta Election 2012. Journal of Social and Political Science, 17(1), 67-84.

Widjayanto, F. R., & Naim, S. (2022). Maruf Amin's Political Communication Strategy in the 2019 Election Campaign: Learning for Anti-Hoax Politics. Polistaat Paradigm: Journal of Social and Political Sciences,5 (1), 45-65. https://doi.org/10.23969/paradigmapolistaat.v5i1.5866