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KONSTRUKSI POLITICAL BRANDING DONALD TRUMP: ANALISIS LINGUISTIK KORPUS PADA KAMPANYE PEMILU AMERIKA SERIKAT 2024

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Penilaian

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Grounded in the strategic importance of digital media for shaping political image, this research uncovers the construction of Donald Trump's political branding during the 2024 U.S. Presidential election campaign on YouTube. Employing a corpus linguistics method and the brand personality theory of Geuens et al. (2009), the study reveals that Trump's branding is built upon three dominant dimensions: aggressiveness, constructed through crisis rhetoric and attacks on opponents; responsibility, established via narratives of achievement and law enforcement; and simplicity, which serves as a foundational delivery style using straightforward, repetitive language. This discourse effectively reflects a conservative-populist ideology and confirms that political speeches function as a primary instrument for brand building, rather than merely as a tool of persuasion.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507004522	T177483	T1774832025	Central Library (REFERENCE)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1774832025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

xvii, 117 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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