Personal Branding Melalui Media Televisi (Studi Kasus Empat Tokoh Ilmuwan Intelektual Sebagai Narasumber di Metro TV)

Oleh :
Julie Trisnadewani, S.Sn. M.I.kom - - Fak. Sastra dan Seni Rupa

The perfomance of the intellectual prominent figures as resources on television that sometimes makes them look like celebrities has become an interesting discourse that invites a careful and searching analysis. The objectives of this research are (1) To find out how the personal brands of the intellectual prominent figures are constructed on television, examined by theory of argumentation and rhetorical style. (2) To find out how the audience perceived the personal brand of the four intellectual prominent figures and examined them using indicators of differenciacy, clarity, consistency, authenticity and visibility. The result showed that : (1) The personal brand of the scientist intellectual prominent figures are derived from their living values and based on how they implement their knowledge as their contribution to the society. It was found that not all of the explanations they delivered on television was a complete argumentation which consist of “claim-ground-warrant” (2) There were informants who can accurately assess personal brand of the prominent figures. There were also different perceptions of informants with what is expected by the prominent figures concerned about what they wanted to be perceived. Not all of their personal brands could be perceived clearly by the audience. The personal brand of the scientist intellectual prominent figures could be constructed automatically in the mind of the audience by constantly doing work with high integrity and keep competence in contributing their knowledge and roles to the society. Applying personal branding on television without referring to any suited theories might only jeopardize their reputation into a media commodification to be such a part of a mere celebrities spectacle. Moreover, the appearance of the scientist intellectual prominent figures on television are not always genuine and authentic due to the media interference in order to attract more viewers. Since the scientist intellectual prominent figures still have any possibilities to continue their own careers, the personal brands could not possibly stay constant. Thus, they seems have to be ready to receive any consequences related to their personal brand continuity in the future. Keyword : personal branding, television, scientist intellectual prominent figures, Metro TV