DOI: https://doi.org/10.14710/politika.13.2.2022.321-336

Jokowi’s Sneakers Politics: Personal Branding, Politics of Imaging and Millenial Votes The 2019 Presidential Election

Department of Art and Design, Institut Seni Budaya Indonesia Tanah Papua, Indonesia

Open Access Copyright (c) 2022 Politika: Jurnal Ilmu Politik under https://creativecommons.org/licenses/by-sa/4.0/.

Citation Format:
Abstract

This study aims to determine the use of sneakers as an artifactual communication medium that affects public perception (potential voters), to form millennial political identities to increase the popularity and electability of the incumbent presidential candidate Jokowi in the 2019 Indonesian presidential election campaign. The theoretical basis for personal branding is to determine the politics of imaging as a millennial leader against Jokowi's hypebeast style with sneakers. This study uses a qualitative research method with a phenomenological approach. The research subject focuses on the phenomenon of Jokowi's hypebeast style with sneakers as a personal branding strategy to win votes from millennials. In contrast, the research object is the sneaker product used by Jokowi during the presidential election campaign from 23 September 2018 to 13 April 2019. The results of this study explain that Jokowi's branding strategy of wearing sneakers is redesigning for self-image in introducing a new identity as a millennial leader. Jokowi is hypebeast style considered to break the new presidential dress order by following the fashion trends that are developing in the country. Joko Widodo (Jokowi) is trying to restore public trust by wearing sneaker brands from local and foreign manufacturers, thus placing Jokowi as an old-class politician who appears contemporary (hype) by adapting the style of millenials.

Fulltext View|Download
Keywords: Jokowi sneaker; personal branding; politics of imaging; millenial votes; presidential elections

Article Metrics:

Article Info
Section: Articles
Language : EN
Recent articles
Logika Peralihan Suara dalam Pilkada: Analisis Kepemimpinan Politik dan Nilai Demokrasi Jokowi’s Sneakers Politics: Personal Branding, Politics of Imaging and Millenial Votes The 2019 Presidential Election Voter Behaviour and The Campaign Pattern of Candidates during Pandemics in Regional Head Election in Medan City, North Sumatra More recent articles
Most cited articles
KEBIJAKAN PENDIDIKAN GRATIS DI TINGKAT REGIONAL: Konsep dan Pelaksanaan di Kabupaten Rembang Politika Jurnal Ilmu Politik PEREMPUAN DAN KORUPSI PADA RANAH PUBLIK (Ditinjau dari Gaya Kepemimpinan, Politik, Agama, Psikologi dan Budaya Ketimuran) FENOMENA POLITIK UANG DALAM PILKADA KONFLIK IDENTITAS SOSIAL MASYARAKAT TEMANGGUNG (Kajian Kekerasan Sosial di Temanggung Tahun 2011) More cited articles
  1. Aaker, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.2307/3151897
  2. Barnard, M. (2002). Fashion as Communication. London: Routledge
  3. Berger, P. L., & Luckmann, T. (1979). The Social Construction of Reality: A Treatise in the Sociology of Knowledge. New York: Penguin Books
  4. Chairunnissa, S., & Zulfebriges. (2019). Pengaruh Jokowi dalam #JKWVLOG Cerita Sneakers Terhadap Keputusan Pembelian Produk NAH. Spesia, 5(2), 830-837. https://doi.org/10.29313/.v0i0.18910
  5. Davis, F. (1992). Fashion, Culture and Identity. Chicago: University of Chicago Press
  6. Dillistone, F.W. (1986). The Power Of Symbols. New York: Crossroad
  7. Dwiwardani, W., & Setyaningsih, W. H. (2021). Hegemoni dan Negosiasi dalam Gaya Berbusana. Jurnal Ilmu Sosial dan Humaniora, 10(1), 99-116. https://doi.org/10.23887/jish-undiksha.v10i1.28126
  8. Eco, U. (2007). Social Life as a Sign System. London: Routledge
  9. Fauzi, A., & Listyani, R. (2016). Jokowi's Political Branding for the Victory of the President. Conference International Joint Conference on Science and Technology (IJCST). 12-13 Oktober 2016. Politeknik Negeri Bali. 1-15
  10. Farida, L., & Yoedtadi, M. G. (2020). Politik Identitas dalam Pemilihan Presiden 2019 (Analisis Framing Pemberitaan Kampanye Pilpres 2019 Pada Medcom.Id). Koneksi, 3(2), 358-365. https://doi.org/10.24912/kn.v3i2.6395
  11. Haroen, D. (2018). Personal Branding : Sukses Karier di Era Milenial. Tangerang: DH Media
  12. Hebdige, D. (1979). Subculture The Meaning of Style. London: Routledge
  13. Iryani, A. D. (2013). Personal Branding Jokowi dalam Media. (Analisis Isi Kuantitatif Personal Branding Jokowi dalam Harian Umum Solopos Periode Terbit Maret - Juli 2012) Thesis. Universitas Muhammadiyah Surakarta
  14. Kawamura, Y. (2016). Sneakers : Fashion, Gender, and Subculture. United Kingdom: Bloomsbury Publishing
  15. Kotler, P. (2016). Marketing Management. London: Pearson Education
  16. Littlejohn, S. W. (2000). Theories Of Human Communication. USA: Wadworth Publishing
  17. Lu, L. (2018). If the Suit Fits: The Impact of Clothing on Electoral Success. Thesis. University of Saskatchewan Saskatoon
  18. Loscialpo, F. (2021). Fashion and Politic. Fashion Theory, 25(2), 301-306. https://doi.org/10.1080/1362704X.2020.1814553
  19. McNally, D. D., & Speak, K. D. (2002). Be Your Own Brand: A Breakthrough Formula for Standing Out from the Crowd. Oakland: Berrett-Koehler Publishers
  20. Miller J. I. (2005). Fashion and Democratic Relationships. Polity, 37(1), 3-23
  21. Montoya, P., & Vandehey, T. (2002). The Personal Branding Phenomenon. USA: CreateSpace Independent Publishing Platform
  22. Mufid, M. (2005). Komunikasi dan Regulasi Penyiaran. Jakarta: Kencana
  23. Mulyana, D. (2007). Ilmu Komunikasi Suatu Pengantar. Bandung: PT. Remaja Rosdakarya
  24. Nieland, J. U. (2008). Politainment. New Jersey: Wiley & Sons, Inc
  25. Omojola, O. (2008). Audience Mindset and Influence on Personal Political Branding. Journal of Social Sciences, 16(2), 127-134. https://doi.org/10.1080/09718923.2008.11892609
  26. Putra, Y. S. (2016). Theoritical Review: Teori Perbedaan Generasi. Among Makarti, 9(2), 123-133. https://doi.org/10.52353/ama.v9i2.142
  27. Putri, K. T. (2018). Representasi Fashion Culture dalam Digital Media Hypebeast. Thesis, Universitas 17 Agustus 1945
  28. Subagyo, A. (2019). Kepemimpinan Nasional untuk Generasi Milenial di Era Digital. Jurnal Caraka Prabu, 1(2), 71-83. https://doi.org/10.36859/jcp.v1i2.94
  29. Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Afabeta
  30. Sobur, A. (2004). Semiotika Komunikasi. Bandung: Remaja Rosdakarya

Last update:

  1. Indonesia Should Recognise Israel? The Jokowi’s Last Dance to Host the 2023 FIFA U-20 World Cup

    Ali Maksum, Sitti Zarina Alimuddin, Ahmad Sahide, Muchammad Farid. International Area Studies Review, 27 (2), 2024. doi: 10.69473/iasr.2024.27.2.157

Last update: 2024-11-20 04:39:41

No citation recorded.