Personal Branding dalam Komunikasi Politik (Studi Kasus pada Kompetisi Esport Mobile Legends)
How Bobby Nasution Constructs His Personal Branding through Political Communication Strategies in the Context of a Mobile Legends Esports Competition
Date
2025Author
Muchsin, Satria Zhilal Fierly
Advisor(s)
Dalimunthe, Maulana Andinata
Metadata
Show full item recordAbstract
This study aims to explore how Bobby Nasution constructs his personal branding
through political communication strategies in the context of a Mobile Legends esports
competition. Employing a qualitative descriptive research method, data were collected
through interviews with three primary informants, one key informant, and one
triangulation informant. The unit of analysis in this study comprises participants of the
Mobile Legends esports competition organized by Bobby Nasution. The research
subjects were selected using a snowball sampling technique. The theoretical framework
applied in this study draws upon concepts of political communication and personal
branding. The findings indicate that Bobby Nasution's political communication strategy,
implemented through the Mobile Legends esports competition, reflects a comprehensive
evolution in political communication practices, wherein elements of political messaging
are integrated to effectively construct personal branding
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- Undergraduate Theses [1881]
