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      "abstract": "Penelitian ini bertujuan untuk mengetahui personal branding Hasto Wardoyo yang\r\nditampilkan melalui konten kampanye Instagram selama masa kampanye\r\nPemilihan Wali Kota Yogyakarta tahun 2025. Media sosial Instagram dimanfaatkan\r\nsebagai sarana komunikasi politik untuk membangun citra diri kandidat dan\r\nmenjangkau masyarakat secara luas. Penelitian ini menggunakan pendekatan\r\nkuantitatif dengan metode analisis isi terhadap konten Instagram Hasto Wardoyo\r\nyang diunggah pada periode September 2024 hingga sebelum masa tenang\r\npemilihan.  Teori yang digunakan dalam penelitian ini adalah The Eight Laws of\r\nPersonal branding yang dikemukakan oleh Montoya, yang meliputi unsur\r\nspesialisasi, kepemimpinan, kepribadian, keunikan, visibilitas, kesatuan,\r\nketeguhan, dan nama baik. Unit analisis dalam penelitian ini adalah unggahan\r\nInstagram berupa video kampanye. Teknik pengumpulan data dilakukan melalui\r\nlembar koding (coding sheet) dengan sistem penilaian 0 dan 1 untuk \r\nmengidentifikasi kemunculan setiap unsur personal branding. Hasil penelitian ini\r\ndiharapkan dapat memberikan gambaran mengenai unsur personal branding yang\r\npaling dominan ditampilkan oleh Hasto Wardoyo dalam konten kampanye\r\nInstagram. Penelitian ini juga diharapkan dapat menjadi referensi akademik dalam\r\nkajian komunikasi politik, khususnya terkait penggunaan media sosial dalam\r\nmembangun personal branding kandidat kepala daerah.",
      "date": "2026-06-02",
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