Ardiano, Dyfan Diza (2021) Personal Branding Rio Purba Melalui Media Sosial (Analisis Semiotika Video YouTube Rio Purba yang Berjudul 'Rio Purba Kalah di Sayembara Logo Ini'). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Pada penelitian ini bertujuan untuk mengetahui personal branding Rio Purba dan mendeskripsikan tanda – tanda pada video YouTube Rio Purba yang berjudul “Rio Purba Kalah di Sayembara Logo Ini” menggunakan analisis semiotika Charles Sanders Pierce triadic semiotic (sign, object, dan interpretant). Dengan menggunakan metode kualitatif, peneliti melakukan analisis terhadap pemilihan teks dan gambar (scene) yang menggambarkan dengan personal branding. Personal branding yang digunakan adalah 8 kriteria personal branding menurut Peter Montoya dan Rampersad yaitu spesialisasi, kepemimpinan, kepribadian, perbedaan, terlihat, kesatuan, keteguhan, dan nama baik. Hasil dari penelitian adalah pada video ini terdapat sign, object, dan interpretant yang ditampilkan secara pasti, namun terdapat juga yang tidak ditampilkan dengen pasti sehingga ada salah satu kriteria yang dianggap masih kurang akurat. Pada video ini dari 8 kriteria personal branding Peter Montoya dan Rampersad Rio Purba memunculkan kriteria spesialisasi, kepemimpinan, perbedaan, kepribadian, terlihat, keteguhan dan nama baik. Pada kriteria kesatuan ini yang masih menjadi kurang akurat, karena membutuhkan data secara langsung kepada Rio Purba untuk memastikan bahwa personal branding yang dibangun sesuai dengan etika di kehidupan nyata. Sosok dari Rio Purba yang digambarkan setelah dilakukan analisis adalah sebagai influencer yang matang karena dirinya bisa menampilkan spesialisasi, lalu dapat memimpin para penontonnya juga, memiliki gaya hidup mandiri dan tidak mudah menyerah, dapat menjadikan profesi seorang Brand Designer menjadi lebih berkembang dengan membangun studionya sendiri, serta memiliki sopan santun dan etika yang baik ketika berbicara. Kata kunci : personal branding, semiotika, media sosial
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Kata kunci : personal branding, semiotika, media sosial |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1151700118 Dyfan Diza Ardiano |
| Date Deposited: | 08 Feb 2022 02:07 |
| Last Modified: | 11 Mar 2022 11:43 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/13628 |
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