Storytelling Digital Lewat Vlog Sebagai Media Rebranding Basuki Tjahaja Purnama
DOI:
https://doi.org/10.21009/COMMUNICOLOGY.021.02Keywords:
political branding, rebranding, storytelling, vlogAbstract
ABSTRACT
After being released from prison for the blasphemy case, politician Basuki Tjahaja Purnama backs on politic and rebuilding his reputation. Using the vlog as a medium, Basuki presents a new personality which is more positive and friendly, so that the public can forget his negative image in the past. This study aims to identify storytelling in Basuki's vlog as a form of rebranding activities he undertakes. The research method was carried out through literature studies and by descriptive analysis techniques. Data collection techniques were carried out using thirteen vlogs on “Panggil Saya BTP” Youtube channel. The results showed that Basuki consistently displayed rebranding activities through storytelling in vlogs. The rebranding activity was carried out by Basuki with new name, new logo, and new slogan, which was carried out to erase the negative image of his past. The construction of positive impressions was carried out by Basuki in the vlog through storytelling both explicitly through content and explicitly through gestures, although there was a lack of technical storyplotting elements. The presence of Basuki on Youtube can be one example of the successful adoption of new media in political communication conducted by politicians after experiencing a reputation crisis.
Keywords: Political Branding, Rebranding, Storytelling, Vlog
References
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Banet-Weiser, S. (2012). Authentic the Politics of Ambivalence in a Brand Culture. Journal of Consumer Culture. 14. 129-131. 10.1177/1469540513511020.
Burgess, J., & Green, J. (2010). YouTube: Online Video and Participatory Culture. Popular Communication, 8: 96-102. Doi: 10.1080/15405700903502312
Cwalina, W., & Falkowski, A. (2014). Political Branding: Political Candidates Positioning Based on Inter-Object Associative Affinity Index. Journal of Political Marketing. 14. 152-174. Doi: 10.1080/15377857.2014.990842.
de Chernatony, L. (2001). From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands. Oxford: Butterworth Heinemann.
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Grant, N., & Bolin, B. (2016). Digital Storytelling: A Method for Engaging Students and Increasing Cultural Competency. Journal of Effective Teaching. 16. 44-61.
Grube, D., & Grimmer, M. (2017). Political branding: A consumer perspective on Australian political parties. 10.17863/CAM.10876.
Hall, S. (2003). Representation : Cultural Representation and Signifying Practices. London: Sage
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Stuart, H. & Muzellec, L. (2004). Corporate makeovers: Can a hyena be rebranded?. The Journal of Brand Management. 11. 472-482. 10.1057/palgrave.bm.2540193.
Valli, C. (2017). Rebranding: The Democratic Alliance's Reinvention – a political marketing perspective Democratic Alliance's Reinvention - a political marketing perspective.
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Artikel Internet
Bo-gyung, Kim. (2019). Youtube A New Conservative Liberal Battle Ground. Retrieved May 2, 2020 from http://www.koreaherald.com/view.php?ud=20190106000203
Broderick, Ryan. (2018). Brazils Congressional Youtubers. Retrieved May 2, 2020 from https://www.buzzfeednews.com/article/ryanhatesthis/brazils-congressional-youtubers
Haryanto, A. T. (2018). 130 Juta Orang Indonesia Tercatat Aktif di Medsos. Retrieved May 7, 2020, from https://inet.detik.com/cyberlife/d-3912429/130-juta-orang-indonesia-tercatat-aktif-di-medsos
Malaka, Teddy. (2012). Azhar Romli Gantikan Ahok di DPR. Retrieved May 2, 2020 from http://m.tribunnews.com/metropolitan/2012/03/20/azhar-romli-gantikan-ahok-di-dpr
Mardiastuti, Aditya. (2019). Ahok Resmi Jadi Kader PDI-P. Retrieved May 4, 2020 from https://news.detik.com/berita/d-4419683/ahok-resmi-jadi-kader-pdip
Merdeka. (2014). Profil Basuki Tjahaja Purnama. Retrieved May 2, 2020 from https://www.merdeka.com/basuki-tjahaja-purnama/
Pebrianto, Fajar. (2019). Sah Ahok Hingga Jenderal Bintang Tiga Jadi Komisaris Pertamina. Retrieved May 4, 2020 from https://bisnis.tempo.co/read/1276295/sah-ahok-hingga-jenderalbintang-tiga-jadi-komisaris-pertamina/full&view=ok
Retadauri, Elza. (2019). Vlog 1 Langsung ke 3 Staff Ahok: Tim BTP Tak Pilih Nomer 2. Retrieved May 2, 2020 from https://news.detik.com/berita/d-4409358/vlog-1-langsung-ke-3-staf-ahok-tim-btp-tak-pilih-nomor-2
Tempo Media Group. (2014). Asal Mula Basuki Tjahaja Dipanggil Ahok. Retrieved May 2, 2020 from http://www.tempo.co/read/news/2014/10/30/231618080/Asal-Mula-Basuki-Tjahaja-Dipanggil-Ahok
Wardani, Intan. (2019). Bebas Ahok Ganti Nama Panggil Menjadi BTP. Retrieved May 2, 2020 from https://www.timesindonesia.co.id/read/197852/20190124/160531/bebas-ahok-ganti-nama-panggil-menjadi-btp/
Wibowo, Effendi Ari. (2014). FPI Tolak Ahok Jadi Gubernur Karena Bukan Islam. Retrieved May 2, 2020 from https://www.merdeka.com/peristiwa/fpi-tolak-ahok-jadi-gubernur-karena-bukan-islam-bacotnya-busuk.html
Aaker, D. (1991). Managing Brand Equity: Capitalizing on The Value of a Brand Name. New York: The Free Press.
Abidin, S. & Cindoswari, A. (2019). Political Branding Ridwan Kamil Dalam Masa Kampanye Pilgub Jawa Barat 2018 Melalui Twitter. Jurnal Komunikasi dan Media Vol. 4 No. 1. ISSN 2527-8673.
Banet-Weiser, S. (2012). Authentic the Politics of Ambivalence in a Brand Culture. Journal of Consumer Culture. 14. 129-131. 10.1177/1469540513511020.
Burgess, J., & Green, J. (2010). YouTube: Online Video and Participatory Culture. Popular Communication, 8: 96-102. Doi: 10.1080/15405700903502312
Cwalina, W., & Falkowski, A. (2014). Political Branding: Political Candidates Positioning Based on Inter-Object Associative Affinity Index. Journal of Political Marketing. 14. 152-174. Doi: 10.1080/15377857.2014.990842.
de Chernatony, L. (2001). From Brand Vision to Brand Evaluation: Strategically Building and Sustaining Brands. Oxford: Butterworth Heinemann.
Denney, A. S., & Tewksbury, R. (2013). How to Write a Literature Review. Journal of Criminal Justice Education, 24(2), 218–234. https://doi.org/10.1080/10511253.2012.730617
Effing, R., Hillegersberg, J. Van, & Huibers, T. W. C. (2011). Social Media and Political Participation: Are Facebook, Twitter and YouTube Democratizing Our Political Systems? International Federation for Information Processing, (May 2014). https://doi.org/10.1007/978-3-642-23333-3
Ejaz, K., & Hussain, S. A. (2013). Presenting your research. Journal of the Pakistan Medical Association, 63(10), 1317–1318. https://doi.org/10.1177/2051415816650133
Gao, W., Tian, Y., Huang, T., & Yang, Q. (2010). Vlogging: A Survey of Videoblogging Technology on the Web. IEEE Micro, 14(5), 62. https://doi.org/10.1109/MM.1994.363086
Gilson, L. L., & Goldberg, C. B. (2015). Editors’ Comment: So, What Is a Conceptual Paper? Group and Organization Management, 40(2), 127–130. https://doi.org/10.1177/1059601115576425
Grant, N., & Bolin, B. (2016). Digital Storytelling: A Method for Engaging Students and Increasing Cultural Competency. Journal of Effective Teaching. 16. 44-61.
Grube, D., & Grimmer, M. (2017). Political branding: A consumer perspective on Australian political parties. 10.17863/CAM.10876.
Hall, S. (2003). Representation : Cultural Representation and Signifying Practices. London: Sage
Kaikati, J.G., Kaikati, A.M. (2003), A Rose By Any Other Name: Rebranding Campaigns That Work. Journal of Business Strategy, vol.24, no.6, p.17-p.24.
Keegan, W.J., Moriarty, S.E., & Duncan, R.T. (1992). Marketing. New Jersey: Prentice-Hall.
Kotler, P., & Armstrong, G. (2012). Principles of Marketing. New Jersey: Pearson Education, Inc.
Krippendorf, K. (2004). Content Analysis – An Introduction to Its Methodology. California: Sage Publications.
Liu, M. T., Liu, Y., Zhang, L. L., Liu, M. T., Liu, Y., & Zhang, L. L. (2019). Vlog and brand evaluations : the influence of parasocial interaction. https://doi.org/10.1108/APJML-01-2018-0021
Muzellec, L., Doogan, M., & Lambkin, M. (2003). Corporate rebranding: An exploratory review. Irish Marketing Review. 16. 31-40.
Muzellec, L., & Lambkin, M. (2006). Corporate rebranding: Destroying, transferring or creating brand equity. European Journal of Marketing. 40. 803-824. 10.1108/03090560610670007.
Raby, R., Caron, C., Théwissen-leblanc, S., Prioletta, J., Raby, R., Caron, C., & Théwissen-leblanc, S. (2017). Vlogging on YouTube: the Online, Political Engagement of Young Canadians Advocating for Social Change. Journal of Youth Studies, 6261. https://doi.org/10.1080/13676261.2017.1394995
Robin, B. (2008). Digital Storytelling: A Powerful Technology Tool for the 21st Century Classroom. Theory Into Practice - THEORY PRACT. 47. 220-228. 10.1080/00405840802153916.
Scammell, M. (2007). Political Brands and Consumer Citizens: The Rebranding of Tony Blair. Annals of The American Academy of Political and Social Science - ANN AMER ACAD POLIT SOC SCI. 611. 176-192. 10.1177/0002716206299149.
Stieglitz, S., & Dang-xuan, L. (2014). Social Media and Political Communication - A Social Media Analytics Social media and Political Communication. Springer-Verlag, (January). https://doi.org/10.1007/s13278-012-0079-3
Stieglitz, S., & Dang-Xuan, L. (2013). Social Media and Political Communication: A Social Media Analytics Framework. Social Network Analysis and Mining, 3(4), 1277–1291. https://doi.org/10.1007/s13278-012-0079-3
Stuart, H. & Muzellec, L. (2004). Corporate makeovers: Can a hyena be rebranded?. The Journal of Brand Management. 11. 472-482. 10.1057/palgrave.bm.2540193.
Valli, C. (2017). Rebranding: The Democratic Alliance's Reinvention – a political marketing perspective Democratic Alliance's Reinvention - a political marketing perspective.
Xiao, Y., & Watson, M. (2019). Guidance on Conducting a Systematic Literature Review. Journal of Planning Education and Research, 39(1), 93–112. ttps://doi.org/10.1177/0739456X17723971
Artikel Internet
Bo-gyung, Kim. (2019). Youtube A New Conservative Liberal Battle Ground. Retrieved May 2, 2020 from http://www.koreaherald.com/view.php?ud=20190106000203
Broderick, Ryan. (2018). Brazils Congressional Youtubers. Retrieved May 2, 2020 from https://www.buzzfeednews.com/article/ryanhatesthis/brazils-congressional-youtubers
Haryanto, A. T. (2018). 130 Juta Orang Indonesia Tercatat Aktif di Medsos. Retrieved May 7, 2020, from https://inet.detik.com/cyberlife/d-3912429/130-juta-orang-indonesia-tercatat-aktif-di-medsos
Malaka, Teddy. (2012). Azhar Romli Gantikan Ahok di DPR. Retrieved May 2, 2020 from http://m.tribunnews.com/metropolitan/2012/03/20/azhar-romli-gantikan-ahok-di-dpr
Mardiastuti, Aditya. (2019). Ahok Resmi Jadi Kader PDI-P. Retrieved May 4, 2020 from https://news.detik.com/berita/d-4419683/ahok-resmi-jadi-kader-pdip
Merdeka. (2014). Profil Basuki Tjahaja Purnama. Retrieved May 2, 2020 from https://www.merdeka.com/basuki-tjahaja-purnama/
Pebrianto, Fajar. (2019). Sah Ahok Hingga Jenderal Bintang Tiga Jadi Komisaris Pertamina. Retrieved May 4, 2020 from https://bisnis.tempo.co/read/1276295/sah-ahok-hingga-jenderalbintang-tiga-jadi-komisaris-pertamina/full&view=ok
Retadauri, Elza. (2019). Vlog 1 Langsung ke 3 Staff Ahok: Tim BTP Tak Pilih Nomer 2. Retrieved May 2, 2020 from https://news.detik.com/berita/d-4409358/vlog-1-langsung-ke-3-staf-ahok-tim-btp-tak-pilih-nomor-2
Tempo Media Group. (2014). Asal Mula Basuki Tjahaja Dipanggil Ahok. Retrieved May 2, 2020 from http://www.tempo.co/read/news/2014/10/30/231618080/Asal-Mula-Basuki-Tjahaja-Dipanggil-Ahok
Wardani, Intan. (2019). Bebas Ahok Ganti Nama Panggil Menjadi BTP. Retrieved May 2, 2020 from https://www.timesindonesia.co.id/read/197852/20190124/160531/bebas-ahok-ganti-nama-panggil-menjadi-btp/
Wibowo, Effendi Ari. (2014). FPI Tolak Ahok Jadi Gubernur Karena Bukan Islam. Retrieved May 2, 2020 from https://www.merdeka.com/peristiwa/fpi-tolak-ahok-jadi-gubernur-karena-bukan-islam-bacotnya-busuk.html
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Published
2021-07-30
How to Cite
Dermawan, A. (2021). Storytelling Digital Lewat Vlog Sebagai Media Rebranding Basuki Tjahaja Purnama. Communicology: Jurnal Ilmu Komunikasi, 9(1), 13–33. https://doi.org/10.21009/COMMUNICOLOGY.021.02
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