Dynamics of Political Communication and Personal Branding Joko Widodo as a President Indonesia via Instagram @Jokowi

Abstract

This research examines the dynamics of political communication and personal branding of Joko Widodo or who is familiarly called Jokowi Dodo, with a focus on his interactions with the public, the impact of his political messages, and maintaining his personal image. Through qualitative research methods and a case study approach, data was collected mainly from Jokowi's official Instagram account (@jokowi) and supplemented with relevant literature. Analysis shows that Jokowi uses various communication strategies, including short speeches and political messages on social media platforms such as Instagram, which are accompanied by visual documentation of his activities. His political messages, which emphasize infrastructure development and pandemic management, influence public perception, although challenges remain, especially regarding policy implementation. Jokowi's personal branding, characterized by simplicity, strong leadership and consistency, was received positively by the public, contributing to his popularity. Additionally, media coverage plays an important role in shaping public opinion, despite criticism and controversy surrounding Jokowi's administration. Overall, this research contributes to a deeper understanding of the complexities of political communication and personal branding, and offers insights into the dynamics of leadership and public perception.