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

RAMADHAN, MUHAMMAD DARBI and Alamsyah, Alamsyah and Pratiwi, Miftha (2025) KONSTRUKSI POLITICAL BRANDING DONALD TRUMP: ANALISIS LINGUISTIK KORPUS PADA KAMPANYE PEMILU AMERIKA SERIKAT 2024. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Subjects:	J Political Science > JA Political science (General) > JA1-92 Political science (General) J Political Science > JF Political institutions (General) > JF799-1177 Political rights. Political participation J Political Science > JK Political institutions (United States) > JK1717-2217 Political rights. Practical politics
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Muhammad Darbi Ramadhan
Date Deposited:	23 Jul 2025 01:41
Last Modified:	23 Jul 2025 01:41
URI:	http://repository.unsri.ac.id/id/eprint/177483

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