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Abstract
This study attempts to measure Personal Branding of Three Female Bureaucrats : A Feminist Stylistics Approach. This study adopted a qualitative method. Data gathered through a several documents from social media. Findings of the study indicate that the aforementioned analysis, Sri Mulyani, Retno Marsudi and Denni Puspa Purbasari do have a strong personal branding. They present the image of people who are intelligent and competent in their area, but who nevertheless remain humble and can adapt to any circumstances. When viewed through the lens of Motion personal branding concepts, the three female bureaucrats met most of these criteria: historical narrative, positioning, commodification, aestheticization, moral career, and linguistic realization. They are able to use media as a means of branding, and build a positive reputation. The success of this personal branding can also be proven by the public's response to Sri Mulyani, Retno Marsudi and Denni Puspa Purbasari image and persona, which demonstrate respect and admiration for their figure. The Beneficial of this study are for developing knowledgement of personal branding and translation.
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Copyright (c) 2024 Nunun Tri Widarwati, Ardian Prima Putra
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Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.
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Personal Branding of Three Female Bureaucrats with A Feminist Stylistics Approach. (2024). Journal of English Education and Teaching, 8(2), 269–287. https://doi.org/10.33369/jeet.8.2.269-287
References
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Abidin, S., & Cindoswari, A. R. (2019). Political branding Ridwan Kamil pada masa kampanye pilgub Jawa Barat 2018 melalui Twitter (Ridwan Kamil’s political branding during the 2018 West Java Gubernatorial election campaign via Twitter). Commed : Jurnal Komunikasi Dan Media, 4(1), 33–48. https://doi.org/10.33884/commed.v4i1.1439
Avondita, W., Sukarni, N. F., Islami, D. I., & Saifulloh, M. (2022). Personal branding Agus Harimurti Yudhoyono melalui media sosial instagram @agusyudhoyono (Agus Harimurti Yudhoyono’s personal branding via social media instagram @ agusyudhoyono). Jurnal Cyber PR, 2(1), 25–48. https://doi.org/10.32509/cyberpr.v2i1.2124
Corbuzier, D. (2022). Ibu Menlu Retno Marsudi :must watch (Foreign Minister Retno Marsudi: must watch). Youtube Podcast. https://www.youtube.com/watch?v=_eD_DWmZx6Q
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology, 9, 1-17. https://doi.org/10.3389/fpsyg.2018.02238
Iin Soraya. (2017). Personal branding Laudya Cynthia Bella melalui Instagram : studi deskriptif kualitatif pada akun Instagram @Bandungmakuta (Laudya Cynthia Bella’s personal branding through Instagram : qualitative descriptive study of the @Bandungmakuta Instagram account). Jurnal Komunikasi, 8(2), 30–38.
Imawati, A. V., Solihah, A. W., & Shihab, M. (2016). Analisis personal branding fashion blogger Diana Rikasari (Personal branding analysis of fashion blogger Diana Rikasari). Jurnal Ilmu Sosial Dan Ilmu Politik (JISIP), 5(3), 175-184.
Junaidi, V., & Azeharie, S. (2021). Perbandingan personal branding perempuan kepala daerah tingkat II di Indonesia melalui instagram (Comparison of personal branding for women level II regional heads in Indonesia via instagram). Koneksi, 5(1), 98-105. https://doi.org/10.24912/kn.v5i1.10174
Kemlu. (2024). Statement by H.E. Retno L.P. Marsudi Minister for Foreign Affairs Republic of Indonesia at the G20 Foreign Ministers’ meeting “The G20’s role in dealing with the ongoing International Tensions.” Www.Kememlu.Go.Id, February. https://kemlu.go.id/portal/id/read/5763/pidato/statement-by-he-retno-lp-marsudi-minister-for-foreign-affairs-republic-of-indonesia-at-the-g20-foreign-ministers-meeting-the-g20s-role-in-dealing-with-the-ongoing-international-tensions-rio-de-janeiro-21-february-2024
Kristina, D. (2017). Bahasa persuasif dalam public relations (Persuasive language in public relations). Penerbit Akademi Indonesia Sekolah Darurat Kartini Jakarta.
Limanseto, H. (2022). Opening batch of 23 Pre-employment cards, coordinating Minister Airlangga: success story in the G20 Presidency to be replicated in other developing Countries. Ekon, February. https://ekon.go.id/publikasi/detail/4111/opening-batch-of-23-pre-employment-cards-coordinating-minister-airlangga-success-story-in-the-g20-presidency-to-be-replicated-in-other-developing-countries
Lu’luil Maknun, Rimajon Sotlikova, & Elysa Hartati. (2023). Women’S discrimination of beauty is a wound: feminist stylistics approach of Sara Mills. Literature and Literacy, 1(2), 95–109. https://doi.org/10.21831/litlit.v1i2.28
Matanajwa. (2024). Sri Mulyani & Retno Marsudi : Women in power. Youtube.Com. https://youtu.be/FJITgDCIQBQ?si=gyROUiQ-0OONXPvG
Petruca, I. (2016). Personal branding through social media, realizing the power of social media in the 21st century. Ijcr.Eu, 2763–3656. https://www.ijcr.eu/articole/345_10 Irina PETRUCA.pdf
Prawira. W, R. Y., Suryana, A., & Arifin, H. S. (2022). Personal branding Ridwan Kamil dalam program gerakan pungut sampah (Ridwan Kamil’s personal branding in the garbage pickup movement program). Jurnal Manajemen Komunikasi, 6(2), 163-182. https://doi.org/10.24198/jmk.v6i2.31319
Rahimnouri, Z., & Ghandehariun, A. (2020). A feminist stylistic analysis of Doris Lessing’s the fifth child 1988. Journal of Language and Literature, 20(2), 221-230. https://doi.org/10.24071/joll.v20i2.2586
Riana, M. (2021). Zero to hero feat Denni Puspa Purbasari. Youtube. https://www.youtube.com/watch?v=AK2JCEk3UPM
Rosadi, S. F. S., Yulyana, E., & Nababan, R. (2022). Media sosial youtube sebagai sarana personal branding Dedi Mulyadi (Youtube social media as a personal branding means for Dedi Mulyadi). JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 6(3), 10296-10302. . https://doi.org/10.36312/jisip.v6i3.3391
Safira, C., Rahmah, H., & Watie, E. D. S. (2022). Baim Wong’s and Atta Halilintar’s personal branding through religious messages in youtube contents. ETTISAL : Journal of Communication, 7(1), 35. https://doi.org/10.21111/ejoc.v7i1.7199
Salam, O. D. (2020). Personal branding digital natives di era komunikasi media baru (Analisis personal branding di media sosial instagram). Business Economic, Communication, and Social Sciences (BECOSS) Journal, 2(1), 19–30. https://doi.org/10.21512/becossjournal.v2i1.6070
Scheidt, S., Gelhard, C., & Henseler, J. (2020). Old practice, but young research field: a systematic bibliographic review of personal branding. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01809
Siregar, S. F., Setia, E., & Marulafau, S. (2020). A feminist stylistics analysis in Rupi Kaur’S the Sun and Her Flowers. Journal of Language, 2(2), 170–186. https://doi.org/10.30743/jol.v2i2.2784
Sobari, T., & Silviani, I. (2018). Representasi perempuan melalui perspektif Sara Mills dalam media Detik.Com Dan Kompas.Com (Representation of women through the perspective of Sara Mills in Detik.Com and Kompas.Com media). Lingua Franca: Jurnal Bahasa, Sastra, Dan Pengajarannya, 146–156.
Tempo. (2019). Sri Mulyani tapped as asia pacific best finance minister. April. https://en.tempo.co/read/1192429/sri-mulyani-tapped-as-asia-pacific-best-finance-minister
Ufot, B. G. (2012). Feminist stylistics: a lexico-grammatical study of the female sentence in Austen’s Pride and Prejudice and Hume-Sotomi’S The General’S Wife. Theory and Practice in Language Studies, 2(12), 2460–2470. https://doi.org/10.4304/tpls.2.12.2460-2470
Welle, D. (2021). Indonesias sri mulyani a reformer working for womens rights. Dw Media. https://www.dw.com/en/indonesias-sri-mulyani-a-reformer-working-for-womens-rights/ a-58223887
Widaningsih, T. T. (2013). Ideologi gender majalah remaja : analisis wacana kritis (Gender Ideology teen magazines : critical discourse analysis). Disertasi, Universita(Juli).
Wijaya, B. S., & Nasution, A. A. (2022). Social media, personal branding, and the hypoesthesia of communication corruption. Cogent Arts & Humanities, 9(1), 2095095, 1-11. https://doi.org/10.1080/23311983.2022.2095095
Zabojnik, R. (2018). Personal branding and marketing strategies. European Journal of Science and Theology, 14(6), 159–169.
References
Abidin, S., & Cindoswari, A. R. (2019). Political branding Ridwan Kamil pada masa kampanye pilgub Jawa Barat 2018 melalui Twitter (Ridwan Kamil’s political branding during the 2018 West Java Gubernatorial election campaign via Twitter). Commed : Jurnal Komunikasi Dan Media, 4(1), 33–48. https://doi.org/10.33884/commed.v4i1.1439
Avondita, W., Sukarni, N. F., Islami, D. I., & Saifulloh, M. (2022). Personal branding Agus Harimurti Yudhoyono melalui media sosial instagram @agusyudhoyono (Agus Harimurti Yudhoyono’s personal branding via social media instagram @ agusyudhoyono). Jurnal Cyber PR, 2(1), 25–48. https://doi.org/10.32509/cyberpr.v2i1.2124
Corbuzier, D. (2022). Ibu Menlu Retno Marsudi :must watch (Foreign Minister Retno Marsudi: must watch). Youtube Podcast. https://www.youtube.com/watch?v=_eD_DWmZx6Q
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology, 9, 1-17. https://doi.org/10.3389/fpsyg.2018.02238
Iin Soraya. (2017). Personal branding Laudya Cynthia Bella melalui Instagram : studi deskriptif kualitatif pada akun Instagram @Bandungmakuta (Laudya Cynthia Bella’s personal branding through Instagram : qualitative descriptive study of the @Bandungmakuta Instagram account). Jurnal Komunikasi, 8(2), 30–38.
Imawati, A. V., Solihah, A. W., & Shihab, M. (2016). Analisis personal branding fashion blogger Diana Rikasari (Personal branding analysis of fashion blogger Diana Rikasari). Jurnal Ilmu Sosial Dan Ilmu Politik (JISIP), 5(3), 175-184.
Junaidi, V., & Azeharie, S. (2021). Perbandingan personal branding perempuan kepala daerah tingkat II di Indonesia melalui instagram (Comparison of personal branding for women level II regional heads in Indonesia via instagram). Koneksi, 5(1), 98-105. https://doi.org/10.24912/kn.v5i1.10174
Kemlu. (2024). Statement by H.E. Retno L.P. Marsudi Minister for Foreign Affairs Republic of Indonesia at the G20 Foreign Ministers’ meeting “The G20’s role in dealing with the ongoing International Tensions.” Www.Kememlu.Go.Id, February. https://kemlu.go.id/portal/id/read/5763/pidato/statement-by-he-retno-lp-marsudi-minister-for-foreign-affairs-republic-of-indonesia-at-the-g20-foreign-ministers-meeting-the-g20s-role-in-dealing-with-the-ongoing-international-tensions-rio-de-janeiro-21-february-2024
Kristina, D. (2017). Bahasa persuasif dalam public relations (Persuasive language in public relations). Penerbit Akademi Indonesia Sekolah Darurat Kartini Jakarta.
Limanseto, H. (2022). Opening batch of 23 Pre-employment cards, coordinating Minister Airlangga: success story in the G20 Presidency to be replicated in other developing Countries. Ekon, February. https://ekon.go.id/publikasi/detail/4111/opening-batch-of-23-pre-employment-cards-coordinating-minister-airlangga-success-story-in-the-g20-presidency-to-be-replicated-in-other-developing-countries
Lu’luil Maknun, Rimajon Sotlikova, & Elysa Hartati. (2023). Women’S discrimination of beauty is a wound: feminist stylistics approach of Sara Mills. Literature and Literacy, 1(2), 95–109. https://doi.org/10.21831/litlit.v1i2.28
Matanajwa. (2024). Sri Mulyani & Retno Marsudi : Women in power. Youtube.Com. https://youtu.be/FJITgDCIQBQ?si=gyROUiQ-0OONXPvG
Petruca, I. (2016). Personal branding through social media, realizing the power of social media in the 21st century. Ijcr.Eu, 2763–3656. https://www.ijcr.eu/articole/345_10 Irina PETRUCA.pdf
Prawira. W, R. Y., Suryana, A., & Arifin, H. S. (2022). Personal branding Ridwan Kamil dalam program gerakan pungut sampah (Ridwan Kamil’s personal branding in the garbage pickup movement program). Jurnal Manajemen Komunikasi, 6(2), 163-182. https://doi.org/10.24198/jmk.v6i2.31319
Rahimnouri, Z., & Ghandehariun, A. (2020). A feminist stylistic analysis of Doris Lessing’s the fifth child 1988. Journal of Language and Literature, 20(2), 221-230. https://doi.org/10.24071/joll.v20i2.2586
Riana, M. (2021). Zero to hero feat Denni Puspa Purbasari. Youtube. https://www.youtube.com/watch?v=AK2JCEk3UPM
Rosadi, S. F. S., Yulyana, E., & Nababan, R. (2022). Media sosial youtube sebagai sarana personal branding Dedi Mulyadi (Youtube social media as a personal branding means for Dedi Mulyadi). JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 6(3), 10296-10302. . https://doi.org/10.36312/jisip.v6i3.3391
Safira, C., Rahmah, H., & Watie, E. D. S. (2022). Baim Wong’s and Atta Halilintar’s personal branding through religious messages in youtube contents. ETTISAL : Journal of Communication, 7(1), 35. https://doi.org/10.21111/ejoc.v7i1.7199
Salam, O. D. (2020). Personal branding digital natives di era komunikasi media baru (Analisis personal branding di media sosial instagram). Business Economic, Communication, and Social Sciences (BECOSS) Journal, 2(1), 19–30. https://doi.org/10.21512/becossjournal.v2i1.6070
Scheidt, S., Gelhard, C., & Henseler, J. (2020). Old practice, but young research field: a systematic bibliographic review of personal branding. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01809
Siregar, S. F., Setia, E., & Marulafau, S. (2020). A feminist stylistics analysis in Rupi Kaur’S the Sun and Her Flowers. Journal of Language, 2(2), 170–186. https://doi.org/10.30743/jol.v2i2.2784
Sobari, T., & Silviani, I. (2018). Representasi perempuan melalui perspektif Sara Mills dalam media Detik.Com Dan Kompas.Com (Representation of women through the perspective of Sara Mills in Detik.Com and Kompas.Com media). Lingua Franca: Jurnal Bahasa, Sastra, Dan Pengajarannya, 146–156.
Tempo. (2019). Sri Mulyani tapped as asia pacific best finance minister. April. https://en.tempo.co/read/1192429/sri-mulyani-tapped-as-asia-pacific-best-finance-minister
Ufot, B. G. (2012). Feminist stylistics: a lexico-grammatical study of the female sentence in Austen’s Pride and Prejudice and Hume-Sotomi’S The General’S Wife. Theory and Practice in Language Studies, 2(12), 2460–2470. https://doi.org/10.4304/tpls.2.12.2460-2470
Welle, D. (2021). Indonesias sri mulyani a reformer working for womens rights. Dw Media. https://www.dw.com/en/indonesias-sri-mulyani-a-reformer-working-for-womens-rights/ a-58223887
Widaningsih, T. T. (2013). Ideologi gender majalah remaja : analisis wacana kritis (Gender Ideology teen magazines : critical discourse analysis). Disertasi, Universita(Juli).
Wijaya, B. S., & Nasution, A. A. (2022). Social media, personal branding, and the hypoesthesia of communication corruption. Cogent Arts & Humanities, 9(1), 2095095, 1-11. https://doi.org/10.1080/23311983.2022.2095095
Zabojnik, R. (2018). Personal branding and marketing strategies. European Journal of Science and Theology, 14(6), 159–169.
Avondita, W., Sukarni, N. F., Islami, D. I., & Saifulloh, M. (2022). Personal branding Agus Harimurti Yudhoyono melalui media sosial instagram @agusyudhoyono (Agus Harimurti Yudhoyono’s personal branding via social media instagram @ agusyudhoyono). Jurnal Cyber PR, 2(1), 25–48. https://doi.org/10.32509/cyberpr.v2i1.2124
Corbuzier, D. (2022). Ibu Menlu Retno Marsudi :must watch (Foreign Minister Retno Marsudi: must watch). Youtube Podcast. https://www.youtube.com/watch?v=_eD_DWmZx6Q
Gorbatov, S., Khapova, S. N., & Lysova, E. I. (2018). Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology, 9, 1-17. https://doi.org/10.3389/fpsyg.2018.02238
Iin Soraya. (2017). Personal branding Laudya Cynthia Bella melalui Instagram : studi deskriptif kualitatif pada akun Instagram @Bandungmakuta (Laudya Cynthia Bella’s personal branding through Instagram : qualitative descriptive study of the @Bandungmakuta Instagram account). Jurnal Komunikasi, 8(2), 30–38.
Imawati, A. V., Solihah, A. W., & Shihab, M. (2016). Analisis personal branding fashion blogger Diana Rikasari (Personal branding analysis of fashion blogger Diana Rikasari). Jurnal Ilmu Sosial Dan Ilmu Politik (JISIP), 5(3), 175-184.
Junaidi, V., & Azeharie, S. (2021). Perbandingan personal branding perempuan kepala daerah tingkat II di Indonesia melalui instagram (Comparison of personal branding for women level II regional heads in Indonesia via instagram). Koneksi, 5(1), 98-105. https://doi.org/10.24912/kn.v5i1.10174
Kemlu. (2024). Statement by H.E. Retno L.P. Marsudi Minister for Foreign Affairs Republic of Indonesia at the G20 Foreign Ministers’ meeting “The G20’s role in dealing with the ongoing International Tensions.” Www.Kememlu.Go.Id, February. https://kemlu.go.id/portal/id/read/5763/pidato/statement-by-he-retno-lp-marsudi-minister-for-foreign-affairs-republic-of-indonesia-at-the-g20-foreign-ministers-meeting-the-g20s-role-in-dealing-with-the-ongoing-international-tensions-rio-de-janeiro-21-february-2024
Kristina, D. (2017). Bahasa persuasif dalam public relations (Persuasive language in public relations). Penerbit Akademi Indonesia Sekolah Darurat Kartini Jakarta.
Limanseto, H. (2022). Opening batch of 23 Pre-employment cards, coordinating Minister Airlangga: success story in the G20 Presidency to be replicated in other developing Countries. Ekon, February. https://ekon.go.id/publikasi/detail/4111/opening-batch-of-23-pre-employment-cards-coordinating-minister-airlangga-success-story-in-the-g20-presidency-to-be-replicated-in-other-developing-countries
Lu’luil Maknun, Rimajon Sotlikova, & Elysa Hartati. (2023). Women’S discrimination of beauty is a wound: feminist stylistics approach of Sara Mills. Literature and Literacy, 1(2), 95–109. https://doi.org/10.21831/litlit.v1i2.28
Matanajwa. (2024). Sri Mulyani & Retno Marsudi : Women in power. Youtube.Com. https://youtu.be/FJITgDCIQBQ?si=gyROUiQ-0OONXPvG
Petruca, I. (2016). Personal branding through social media, realizing the power of social media in the 21st century. Ijcr.Eu, 2763–3656. https://www.ijcr.eu/articole/345_10 Irina PETRUCA.pdf
Prawira. W, R. Y., Suryana, A., & Arifin, H. S. (2022). Personal branding Ridwan Kamil dalam program gerakan pungut sampah (Ridwan Kamil’s personal branding in the garbage pickup movement program). Jurnal Manajemen Komunikasi, 6(2), 163-182. https://doi.org/10.24198/jmk.v6i2.31319
Rahimnouri, Z., & Ghandehariun, A. (2020). A feminist stylistic analysis of Doris Lessing’s the fifth child 1988. Journal of Language and Literature, 20(2), 221-230. https://doi.org/10.24071/joll.v20i2.2586
Riana, M. (2021). Zero to hero feat Denni Puspa Purbasari. Youtube. https://www.youtube.com/watch?v=AK2JCEk3UPM
Rosadi, S. F. S., Yulyana, E., & Nababan, R. (2022). Media sosial youtube sebagai sarana personal branding Dedi Mulyadi (Youtube social media as a personal branding means for Dedi Mulyadi). JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 6(3), 10296-10302. . https://doi.org/10.36312/jisip.v6i3.3391
Safira, C., Rahmah, H., & Watie, E. D. S. (2022). Baim Wong’s and Atta Halilintar’s personal branding through religious messages in youtube contents. ETTISAL : Journal of Communication, 7(1), 35. https://doi.org/10.21111/ejoc.v7i1.7199
Salam, O. D. (2020). Personal branding digital natives di era komunikasi media baru (Analisis personal branding di media sosial instagram). Business Economic, Communication, and Social Sciences (BECOSS) Journal, 2(1), 19–30. https://doi.org/10.21512/becossjournal.v2i1.6070
Scheidt, S., Gelhard, C., & Henseler, J. (2020). Old practice, but young research field: a systematic bibliographic review of personal branding. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01809
Siregar, S. F., Setia, E., & Marulafau, S. (2020). A feminist stylistics analysis in Rupi Kaur’S the Sun and Her Flowers. Journal of Language, 2(2), 170–186. https://doi.org/10.30743/jol.v2i2.2784
Sobari, T., & Silviani, I. (2018). Representasi perempuan melalui perspektif Sara Mills dalam media Detik.Com Dan Kompas.Com (Representation of women through the perspective of Sara Mills in Detik.Com and Kompas.Com media). Lingua Franca: Jurnal Bahasa, Sastra, Dan Pengajarannya, 146–156.
Tempo. (2019). Sri Mulyani tapped as asia pacific best finance minister. April. https://en.tempo.co/read/1192429/sri-mulyani-tapped-as-asia-pacific-best-finance-minister
Ufot, B. G. (2012). Feminist stylistics: a lexico-grammatical study of the female sentence in Austen’s Pride and Prejudice and Hume-Sotomi’S The General’S Wife. Theory and Practice in Language Studies, 2(12), 2460–2470. https://doi.org/10.4304/tpls.2.12.2460-2470
Welle, D. (2021). Indonesias sri mulyani a reformer working for womens rights. Dw Media. https://www.dw.com/en/indonesias-sri-mulyani-a-reformer-working-for-womens-rights/ a-58223887
Widaningsih, T. T. (2013). Ideologi gender majalah remaja : analisis wacana kritis (Gender Ideology teen magazines : critical discourse analysis). Disertasi, Universita(Juli).
Wijaya, B. S., & Nasution, A. A. (2022). Social media, personal branding, and the hypoesthesia of communication corruption. Cogent Arts & Humanities, 9(1), 2095095, 1-11. https://doi.org/10.1080/23311983.2022.2095095
Zabojnik, R. (2018). Personal branding and marketing strategies. European Journal of Science and Theology, 14(6), 159–169.