Negosiasi Performativitas Gender dalam Personal Branding Politikus Perempuan Sumatera Selatan di Instagram

Desty Nurindah Sari; Rahma Santhi Zinaida; Isnawijayani

doi:10.61994/jcss.v4i2.2207

Authors

Desty Nurindah Sari Magister Ilmu Komunikasi Universitas Bina Darma
Rahma Santhi Zinaida Magister Ilmu Komunikasi Universitas Bina Darma
Isnawijayani Magister Ilmu Komunikasi Universitas Bina Darma

DOI:

https://doi.org/10.61994/jcss.v4i2.2207

Keywords:

Komunikasi Politik Gender , Personal Branding, Politikus Perempuan, Instagram, Performativitas Gender

Abstract

Penelitian ini bertujuan menganalisis strategi komunikasi politik digital dan mengidentifikasi elemen pembentukan personal branding politikus perempuan Sumatera Selatan periode 2024–2029 melalui Instagram. Penelitian menggunakan pendekatan kualitatif deskriptif dengan dua subjek yang dipilih secara purposif, yaitu pemilik akun @ksdcici dan @ayugiriramanda. Data dikumpulkan melalui observasi nonpartisipan terhadap unggahan feed, story, dan reels, wawancara mendalam, serta dokumentasi, kemudian dianalisis dengan teknik analisis tematik Braun dan Clarke. Hasil penelitian menunjukkan bahwa kedua informan memanfaatkan Instagram untuk memadukan dimensi kehangatan berupa empati dan kedekatan sosial dengan dimensi kompetensi berupa aktivitas legislatif dan otoritas kepartaian guna menciptakan kesesuaian peran sekaligus mereduksi prasangka gender. Personal branding paling menonjol pada Law of Personality, Law of Unity, Law of Persistence, dan Law of Goodwill, dengan diferensiasi strategi: @ksdcici mengandalkan foto dokumenter, simbol religiusitas, dan kedekatan kultural, sedangkan @ayugiriramanda mengandalkan reels, infografis, dan arketipe keibuan. Penelitian menyimpulkan bahwa personal branding digital politikus perempuan merupakan praktik performativitas gender yang adaptif, menjadikan media sosial sebagai arena negosiasi gender dalam komunikasi politik lokal.

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