Technological Strategies for Personal Branding on Social Media: A Study of Indonesian Presidential Candidates in the 2024 Election

This study aims to analyze the technological personal branding strategies utilized by the three candidate pairs in the 2024 Indonesian General Elections. Examining the current political communication strategies which have evolved with the growth of digital communication platforms. The presidential candidates- Anies Baswedan, Prabowo Subianto and Ganjar Pranowo- utilized different archetypes from the Carl Jung Brand Archetype Paradigm to construct their personal branding image through technology. Anies Baswedan, embodied the Caregiver and Sage archetypes, emphasizing his family values, educational background, and religious beliefs. Prabowo Subianto, adopted the Innocent and Ruler Archetypes, presenting a brand-new image contrasting his prior campaigns while still maintaining an authoritative persona. While Ganjar Pranowo combined the Jester and Regular Guy archetypes, showcasing a fun-loving yet down to earth character. These strategies aimed to create personal connection with voters, particularly the younger demographic while highlighting the candidates’ personal qualities and values. The study suggests that personal branding strategies play a crucial role in political campaigns, shaping candidates’ image and influencing voter perception.