Personal branding online:

The dramatization of candidates for incumbent women in the city

of Surabaya R. Hartopo Eko Putro
Nur’annafi Farni Syam Maella
R. Ayu Erni Jusnita
Departement of communication,
University Dr Soetomo
 
  Based on information from the Ministry of Communication and
Information (Kemenkominfo) internet users in Indonesia in 2018
reached 132.7 million people. Of these, 130 million access the
internet for social media. As well as 120 million of 132.7 million
internet users access via cellphone. The most accessed services
Introduction are chat with 89.35 million people from social media users.
(www.wearesocial, digital indonesia 2018). There are two ages of
internet users that are most widely accessed in Indonesia, ages 18
to 25, which are 49% followed by ages 26 to 34 years with a
percentage of 33.8%. (Puskakom UI and APJII, 2018).
 In the 2004 and 2009 elections internet usage was increasing in
political parties, individual legislative candidates, presidential
candidates and vice-presidential candidates (Putra, 2011) .
Introduction The success of using social media is seen as one of the factors in
Barack Obama's success in winning the US presidential election.
About 30 percent of Obama's campaign messages are delivered
through new media (Riaz, 2014)
 Approaching the 2019 election, almost all parties and candidates for
president and legislative candidates use the internet as one of their
communication media and branding media.
Introduction Potential political actors in this study are legislators in carrying out
political communication and creating a good image in society, and
also among the young generation of digital voters. (Holbert, Shah,
& Kwak, 2003)
  On the internet negatively correlated with confidence and
satisfaction, regarding the situation, it is important to understand
thoughts, attitudes, d the actions of women legislators related to
Introduction the use of social media.
 As individuals, legislators, women have the freedom and
opportunity to convey messages, create impressions and self-
resolution of the social media they use, including their identity.
  One of the essential critical perspectives in social theories in the
20th century is the perspective of "life is a drama." Experts use this
perspective to explore and understand human actions.
 According to this perspective, humans are actors who play a role;
social activities are likened to actions, scenes, and events or
Methode events; humans are driven by motives, intentions, and particular
goals to make moral choices; human interaction centers on the
conflict that moves through certain forms and leads to conflict
resolution.
  The informants in this study were female legislative members in
the Surabaya City DPRD for 2014 and 2019 who nominated
themselves again as legislators (incumbents). The consideration of
choosing informants is those who have social media.
 The study was conducted on the incumbents of the Surabaya City
Methode DPRD, which is one of the cities in Indonesia that managed to
reach 30% of women's representation. Informants came from
various factions, including representatives from the PDIP party,
Democrats, PKB, and PKS.
  Personal branding of incumbents on social media raises self-
narratives (the narrative delivered consists of profiles, types of
posts, and intensity, as well as the jargon of political
DISCUSSION communication used in social media) all diverse even within the
AND same party scope.
 From these elements will know the purpose of each incumbent's
CONCLUSION politics. Of course, this does not escape the motives and strategies
underlying the narrative delivered, based on his identity,
representation, and presentation.
  Based on the analysis of the three online media, we can note that
the arrangement and management of messages from Facebook
media of female incumbents focus on certain politicians from
certain political parties. Some of the posts focus more on photos
DISCUSSION with the characters, posting family photos, traveling, with the
community, and being part of the community, and doing other
AND social roles. They are divided into two parts where the legislative
CONCLUSION members whose party has a presidential candidate with
candidates who only participate in the coalition. This will also
distinguish the types of posts among the candidates. Party
autonomy becomes a matter that must be taken care of by female
legislators.
  The background of the condition of political parties in each
informant becomes a reference about what narratives are
conveyed by the informants doing in producing messages that
they want to communicate on social media. One of them is
explained by the cover photo used by informant 2 regarding the
DISCUSSION presidential candidate figures from the PDIP party, and the
hashtag which is always included.
AND  The candidates must campaign for the presidential and vice
CONCLUSION presidential candidates they carry. The arrangement and
management of messages on Facebook media bring several clues
to political contestation for elections and legislative elections in
2019, where among them will compete for seats in their chosen
regions, such as informant 1 and informant 2 who have the same
area of ​choice, namely area 4.
  On the other hand, when looking at some women's legislative
posts clearly shows that doing personal branding, always refers to
different social roles, apart from work as a legislative. Many
DISCUSSION functions are not legible in reality, and many are expressed
virtually. The motives for power, popularity and the existence of
AND incumbent legislative women are the foundation for women
CONCLUSION incumbents to organize message management and the use of
social media for political interests of incumbent women legacy
members to develop various kinds of management roles and
social classes.
  News content that has been published on social media it tends to
focus more on the personal figure of politicians than on the
ideology of political parties as the organization where politicians
come from.
DISCUSSION  Also, we know that some women legislators have consistency in
AND using political jargon, such as a reflection post as PKS cadre
#ayoklebihbaik, #PKSbersamarakyat, # 2019 choosing PKS is
CONCLUSION part of party authority but becomes a rhetorical political
communication of its cadres.
 This represents that PKS wants to be better and invites people to
be better and with the people.
  The use of Hashtag in the FB media has a function to neutralize
DISCUSSION the narrative that is conveyed, reaching a wider audience because
it can cross platforms. In this case, describing the incumbents of
AND the six female politicians, they only consider informant 2 who
CONCLUSION often carry out the social roles of her politicians, while the other
five politicians focus more on the popularity of personal names.
  What is the phenomenon of the theory of Dramatism, which
illustrates the reality of life is the reminder of someone's life
regardless of who they are? After observing and observing the
growing social reality in the community that the community as
supporters assume that politicians must be there for the people
DISCUSSION who choose them, they must work for the people, so that as a
AND representative of the people politicians must be able to solve the
problems that become the people's problems.
CONCLUSION  During broadcasting media reports that women only did 5D
(came, sat down, shut up, groomed, money). Female politicians
are people who are representatives of the people, therefore
whatever they do is in the public spotlight. Thus all the things that
acted on Facebook became the center of attention of the people
  On the other hand amid its activities as representatives of the
people, incumbents of women are ordinary human beings who
DISCUSSION have different roles as themselves, of course, what is their choice
and wisdom is expected without any intervention so that
AND everything they do is chosen and must live it. Therefore, talking
CONCLUSION about "image politics," one is more concerned with imaging
himself as a representative of the people rather than exposing his
work program to voters.
  We can conclude that most of the posts made by incumbent
women legislators on Facebook are influenced by themselves and
political parties as vehicles.
CONCLUSION  In this case, incumbents often use Facebook as a tool to increase
their popularity to win elections held in 2019. Unfortunately, some
of them prefer to promote their names rather than their work or
performance to the public.