DIGITAL STORYTELLING THROUGH VLOG AS A REBRANDING MEDIA FOR BASUKI TJAHAJA PURNAMA

Main Article Content

Alan Dermawan

Abstract

After being released from prison for the blasphemy case, politician Basuki Tjahaja Purnama has returned to politics and rebuilding his reputation. Using vlog as a medium, Basuki presents a new personality as “BTP” which had more positive attitude than his past self as “Ahok”. This study aims to identify digital storytelling in Basuki's vlog as a form of rebranding activities he undertakes. The research was conducted through critical paradigm with semiotics analysis by Fiske. Data collected from a vlog on “Panggil Saya BTP” Youtube channel. The results showed that Basuki consistently displayed rebranding activities through storytelling in vlogs. The rebranding activity was applied by Basukithrough new name, new logo, and new slogan, which was carried out to replace the negative image of his past. Although there was a lack of technical storyplotting elements, the construction of positive impressions were consistently portrayed by Basuki in his vlog through storytelling, both explicitly through content and implicitly through gestures. The presence of Basuki on Youtube could be an example of the successful adoption of new media in political communication conducted by politicians after experiencing a reputation crisis.

Downloads

Download data is not yet available.

Article Details

Dimensions
How to Cite
Dermawan, A. (2020). DIGITAL STORYTELLING THROUGH VLOG AS A REBRANDING MEDIA FOR BASUKI TJAHAJA PURNAMA. Diakom : Jurnal Media Dan Komunikasi, 3(2), 89-104. https://doi.org/10.17933/diakom.v3i2.73
Section
Articles

References

Buku & Jurnal
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