DIGITAL PERSONAL BRANDING OF SUNDANESE POLITICIANS IN INDONESIA (CASE STUDY ON DEDI MULYADI DURING THE COVID-19 PANDEMIC)

Abstract

This research is intended to find out the Digital Personal Branding of Sundanese politicians; especially Dedi Mulyadi who is known as an eccentric politician and is widely studied by academics in Indonesia. Qualitative in-depth study through a case study approach with 13 elements of digital personal branding on Sundanese politicians; Dedi Mulyadi who shows that he is a humanist, creative, and spontaneous Sundanese person and Politicians who are adaptive to social media. Dedi Mulyadi broke the view of the Sundanese people who gave up easily by showing their ability to compete in the national political arena through culturally-based creative ideas in overcoming social problems. This is a model of political strategy that newcomer politicians can emulate. During the Covid-19 Pandemic, the public was treated to Dedi Mulyadi's social activities in social media galleries; Facebook and YouTube. Dedi Mulyadi uses social media as a virtual political vehicle, which can later have an impact on future votes.