Abstract
The development of communication technology, especially in the use of new media affects various aspects of communication and the development of ways of communicating. The use of new media, namely social media, is used by individuals to form personal branding. Personal branding is a process that uses the values, characteristics, and advantages of individuals to make themselves different and highlight their qualities from others. The focus of this research is to identify and analyze the content of personal branding messages, especially personal branding elements and personal branding laws proposed by (Montoya & Vandehey, 2002) which appear in posts through Anggey Anggraini's Instagram Travel Blogger social media account @her_journeys. Therefore, this research uses quantitative content analysis method. The sampling technique used purposive sampling to determine the period of content being analyzed based on two units of analysis, namely photos and captions. The results of the study indicate that the characteristics based on personal branding elements are time and repetition, while based on personal branding laws, stand out in the sub categories of personality, distinctiveness, unity, persistence, and goodwill.
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