Personal Branding dalam Komunikasi Politik (Studi Kasus pada Kompetisi Esport Mobile Legends)

Abstract

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