City Branding dan Identitas Visual Kota Tanggerang di Instagram: Kajian Competitive Identity
DOI:
https://doi.org/10.22441/marcommers.v14i1.33859Keywords:
Competitive Identity, City Branding, Instagram, Komunikasi Visual, TanggerangAbstract
Penelitian ini bertujuan untuk menganalisis implementasi elemen Competitive Identity dalam foto dan teks yang diunggah oleh akun Instagram @abouttng sebagai bagian dari strategi City branding Kota Tanggerang. Metode yang digunakan adalah analisis isi kuantitatif deskriptif terhadap 50 unggahan selama periode Januari - Maret 2022. Enam elemen Competitive Identity yang digunakan mengacu pada teori Simon Anholt (2007), yaitu tourism, people, culture, investment, policy, dan brand. Hasil penelitian menunjukkan bahwa elemen Tourism Promotion dan People merupakan elemen yang paling dominan dalam konten caption dan gambar. Sementara elemen Exporting Brands tidak ditemukan sama sekali. Temuan ini mencerminkan kecenderungan city branding digital di Indonesia yang masih berfokus pada aspek pariwisata dan komunitas, namun belum secara optimal menampilkan narasi ekonomi lokal dan kebijakan. Penelitian ini menyimpulkan pentingnya perencanaan komunikasi visual yang strategis dan seimbang Dalam membangun citra kota yang kompetitif melalui media sosial.Downloads
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