CONSTRUCTING POLITICAL IDENTITY ON SOCIAL MEDIA: ACHMAD AFZAN ARSLAN DJUNAID’S INSTAGRAM PERSONAL BRANDING STRATEGY

Abstract

This study aims to analyze the personal branding strategy of Achmad Afzan Arslan Djunaid through Instagram during his tenure as Mayor of Pekalongan. In the digital era, social media has become a crucial instrument for public officials to build image, credibility, and public trust. This research employs a descriptive qualitative approach using content analysis of posts on the official Instagram account of the Mayor of Pekalongan. The findings reveal that the communication strategy implemented through visual elements, narratives, and public interaction successfully constructs a leadership image that is humanistic, religious, and participatory. A two-way communication approach, supported by collaborative narratives, proves effective in fostering emotional closeness with the community. Furthermore, the use of local cultural symbols, such as batik and religious activities, strengthens the regional identity of Pekalongan. This study concludes that social media functions not only as a tool for image-building but also as a medium for transparency and public participation. Consistent and authentic personal branding contributes to enhancing public trust and serves as a model for ethical digital political communication practices at the local government level.