Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)

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The Branding of Indonesian Woman Leader in Instagram: A Case Study of Khofifah Indar Parawansa as a Candidate of East Java Governor

Authors
Nurul Fitri Hapsari
Corresponding Author
Nurul Fitri Hapsari
Available Online July 2018.
DOI
10.2991/klua-18.2018.60How to use a DOI?
Keywords
branding, Instagram, political arena, second sex
Abstract

Instagram is now considered as a good media for politicians to brand themselves attractively with greater impact. Nevertheless, it is still assumed to be not easy for woman leader to compete with man leader at political arena since patriarchal ideology has made women often considered as the second sex in society. Besides, the prevailing religious system has also granted men the sacred duty of being a leader of the people. Thus, this study aimed to reveal how Khofifah Indar Parawansa, a candidate of East Java Governor, is branded in Instagram as a proper woman leader for East Java Province which has the greatest Islamic community organization in Indonesia. Data used were all posts with the top five comments and likes selected from some official Instagram accounts owned by Khofifah and her campaign success team using purposive sampling technique. The data selected then were analyzed by using multimodality theory by Theo Van Leuuwen. The results showed that as a candidate of East Java Governor, Khofifah Indar Parawansa is still branded as a woman leader with ideal female characters and roles for patriarchal society.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
978-94-6252-547-4
ISSN
2352-5398
DOI
10.2991/klua-18.2018.60How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

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TY  - CONF
AU  - Nurul Fitri Hapsari
PY  - 2018/07
DA  - 2018/07
TI  - The Branding of Indonesian Woman Leader in Instagram: A Case Study of Khofifah Indar Parawansa as a Candidate of East Java Governor
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 395
EP  - 401
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.60
DO  - 10.2991/klua-18.2018.60
ID  - Hapsari2018/07
ER  -