Fenomena Personal Branding Micro-Celebrity (Analisis Semiotika pada Akun Instagram @Corla_2)

Nia, Nia (2023) Fenomena Personal Branding Micro-Celebrity (Analisis Semiotika pada Akun Instagram @Corla_2). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Internet yang berkembang pesat membuat media sosial Instagram menjadi pengguna terbanyak ketiga. Media sosial Instagram merupakan aplikasi yang dapat melahirkan public figure baru disebut selebgram. Selebriti Instagram bagian dari micro-celebrity yang merupakan seseorang yang terkenal karena melakukan sesuatu yang menarik dan bagi khalayak. Menciptakan karakter yang berbeda dan membangun ciri khasnya sendiri disebut personal branding. Salah satunya selebgram Bunda Corla dengan akun Instagram @corla_2 yang viral pada akhir tahun 2022 memiliki personal branding yang unik. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan analisis isi pada delapan hukum personal branding Peter Montoya dan teknik analisis semiotika Roland Barthes melalui tiga komponen denotasi, konotasi dan mitos berdasarkan unggahan Instagram @corla_2. Hasil penelitian analisis semiotika menunjukkan tanda-tanda berupa sifat emosional, aktivitas pada kegiatan sehari-harinya dan fisik terkesan kemayu. Pada hasil delapan hukum personal branding, Bunda Corla sebagai Bundanya anak-anak memiliki ciri khas ibu-ibu cerewet suka mengomentari sesuatu. Bunda Corla menunjukkan orang yang apa adanya yang tidak menunjukan keestetikaan pada unggahan konten di akun Instagramnya. Bunda Corla kosisten terhadap unggahan dan fitur live di akun Instagramnya agar personal branding-nya terus mnerus dikenal banyak orang. Personal branding yang ditampilkannya pun memiliki persamaan dengan yang ditampilkan di publik maupun di balik layar. Bunda Corla sebagai seseorang yang memiliki semangat tinggi dalam menjalani hidupnya dan Bunda Corla yang memiliki kesan positif sehingga dapat berteman dengan siapapun. Pada awalnya akun Instagram Bunda Corla hanya untuk berbagi momen saja. Namun Bunda Corla melihat keuntungan dalam menggunakan media sosial yang menjadikannya versi terbaik dirinya. Sebagai Bundanya anak-anak, Bunda Corla memiliki kepribadian yang jujur dan apa adanya dan terus menerus menampilkan personal branding-nya untuk semakin dikenal oleh para penggemarnya di akun Instagrmnya @corla_2. / The fast-growing internet makes social media Instagram the third most users. Instagram social media is an application that can give birth to new public figures called selebgram. Instagram celebrity is part of the micro-celebrity which is someone famous for doing something interesting and for the audience. Creating a different character and building its characteristics is called personal branding. One of them is 'Bunda Corla' a program with the Instagram account @corla_2 which went viral at the end of 2022 with a unique personal branding. This study uses a descriptive qualitative approach with content analysis on Peter Montoya's eight laws of personal branding and Roland Barthes' semiotic analysis technique through three components of denotation, connotation and myth based on Instagram uploads @corla_2. The results of the semiotic analysis research show signs in the form of emotional traits, activities in daily activities and physically impressed 'kemayu'. Based on the results of the eight laws of personal branding, 'Bunda Corla' as the mother of children has the characteristic of fussy mothers who like to comment on things. 'Bunda Corla' shows an honest person who does not show aesthetics in uploading content on her Instagram account. 'Bunda Corla' is consistent with uploads and live features on her Instagram account so that her personal branding continues to be known by many people. The personal branding that he displays also has similarities with those that are displayed in public and behind the scenes. 'Bunda Corla' is someone who has high enthusiasm in living her life and 'Bunda Corla' has a positive impression so that she can make friends with anyone. At first, 'Bunda Corla' as an Instagram account was only for sharing moments. But Mother Corla saw an advantage in using social media that made her the best version of herself. As the mother of children, 'Bunda Corla' has an honest personality and continuously displays her personal branding to be known by her fans on her Instagram account @corla_2.

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