Vol 6 No 1 (2022): Alamtara: Jurnal Komunikasi dan Penyiaran Islam

Dalam era komunikasi digital saat ini, siapapun sepakat media sosial memiliki pengaruh besar dalam banyak hal. Salah satunya untuk membangun personal branding. Dalam konteks komunikasi pemasaran, branding dikenal sebagai cara untuk membentuk persepsi positif publik atas produk tertentu sehingga mendorong keputusan pembelian dan terjadinya transaksi.

Menariknya, branding kini bukan hanya giat dilakukan oleh korporat, institusi, dan pebisnis, tapi juga oleh individu untuk membentuk identitas dan membangun karakter pribadi seseorang. Aktivitas ini yang kemudian dikenal dengan nama: personal branding.

Penulis mendapati beberapa strategi content writing yang dapat dipraktikkan dalam membangun personal branding. Strategi content writing tersebut peneliti sebut sebagai : Showing, Telling, Personal Selling, Adapting, dan Understanding.

The involvement of technology in modern life can no longer be ignored. Almost all the
activities of today's society can not be separated from technology. It is also to fulfill access in
finding information. The involvement of the communication media is considered to be able to
effectively complement the diverse needs of the community, the speed of access to information that
currently varies. The media of mass communication has become an inexhaustible part of providing
information to the audience, the life of print media and technology has become an inseparable
component of human life. The ease in accessing mass communication media by the community, has
an influence on changes in people's mindsets and behavior so as to make mass communication
media as a benchmark. The purpose of this study was to determine the development of the effect of
mass communication on people's mindset and behavior. This study uses a literature study method,
namely by collecting data through written documents or electronic documents to support the writing
process. This research shows that the mindset and behavior of the community is closely related to
the development of mass communication media that is easily accessible anytime and anywhere

The contribution of a preacher is very important in developing Islamic teachings. In his
activities, the da'i struggles to straighten out his creed and uphold the Amar Ma'rf Nahi
Munkar. Ustadz Fadzlan Garamatan is a preacher who is famous for his da'wah method in the
interior of Papua. Through a unique concept and approach, he teaches proper and correct
bathing procedures using good and correct water and soap (thâharah) and conveys the values
of Islamic da'wah. The method used in this research is descriptive analysis method through a
qualitative approach. This method is in the form of direct observation and interviews with
Ustadz Fadzlan Garamatan. The findings of this study indicate that the da'wah method carried
out by Ustadz Fadzlan Garamatan is in accordance with the first, the bi al-Hikmah method
through the form of thâharah the practice of bathing with water and soap. Second, the
method of bi al-Mau'izah al-Hasanah uses da'wah bi al-Lisan, bi al-'Amal and bi-al_Qolam.
Third, the bi al-Mujlah bi-al-Lati Hiya Ahsan method provides advice and builds dialogue
with religious leaders, traditional leaders, and tribal leaders as well as coaching the converts.
So that the message of da'wah conveyed can change mad to continue working on amar ma'rūf
nahy munkar, and the peak of the creation of good morals.

The purpose of this study is to find out how the image of awareness of the
healthy lifestyle of the Taba Lestari village community before a persuasive
communication strategy is applied, to find out how the Taba Lestari village
head's persuasive communication strategy is to increase awareness of a
healthy lifestyle in the new normal era, and to find out how the picture of
awareness pattern healthy life of the Taba Lestari village community after
the persuasive communication strategy was applied. The theory used in this
research is the theory of persuasive communication strategy by Melvin L.
Defluer and Sandra J. Ball-Roceach. This study uses qualitative methods
with data collection techniques through observation, interviews, and
documentation. The results of research that have been carried out in
describing the awareness of people's lifestyles before the existence of a
persuasive communication strategy, people have implemented a healthy
lifestyle, but people are not fully aware of it. In psychodynamic strategies
that involve emotional and cognitive factors in society in persuasion.
Sociocultural strategies take advantage of environmental factors rather than
society. The meaning construction strategy focuses more on providing
understanding to persuade by manipulating words and attracting attention
without changing a meaning. An illustration of awareness of a healthy
lifestyle after the implementation of persuasive strategy communication that
is carried out to increase awareness of a healthy lifestyle in the new normal
era.

Da'wah in digital media is a new phenomenon in da'wah activities in the era of society
5.0 where the main component is humans who are able to create new value through
technological developments. Through social media that is in the hands of humans,
anytime and anywhere can do da'wah with various content that can be produced by
mad'u in preaching. The development of technology gave birth to an interesting
phenomenon in today's social life, namely the rise of global culture and the tendency of
society to depend on the media. Da'wah in this millennial era must be able to make
good use of it, especially in the use of new media. If not, it will affect the morals and
morals of the millennial generation, which in fact they are looking for their identity. In
relation to da'wah, the role of the media is very important and strategic in the delivery
of da'wah. The media is able to access information quickly and knows no boundaries of
space and time.

Michel Foucault sparked the thought of the reciprocal relationship between Power and
Knowledge (Foucault 1982b). The administration of power will continuously create
knowledge entities, and vice versa the implementation of knowledge will cause the effect
of power. Discourse of truth is formed and produced through a process and
mechanisms of power. ERHA beauty clinic as one of the aesthetic franchise clinics
spread across several regions in Indonesia that focuses on dealing with body
appearance issues from hair to nails. This clinic has a different marketing strategy from
its competitors, namely by producing medical discourse into a glossary catalog called
SKIN WIKI. As Foucault thought about the birth of the clinic, in the Skin Wiki things
related to the body are given a specific label in medical discourse so that what is
unusual is considered a deviant and must be taken seriously in a personal, precise and
specific way. It also implies that if the deviation is not handled professionally it will
make the condition of that particular person even worse. This paper tries to explain
that medical discourse in Skin Wiki by Erha clinic is an inseparable part of the process
and mechanism of power to form a beauty image that can attract patients as the target
market to come and seek treatment at the Erha beauty clinic. From the knowledge
released by the Erha Clinic, Erha's beautiful construction is a personal beauty, free
from any discourse of irregularities or discourses of abnormality.

Penggunaan Teknologi informasi semakin tahun semakin meningkat, Era Industri 4.0 merupakan fenomena kemajuan teknologi baik teknologi informasi dan teknologi otomatisasi, saat era 4.0 pola kerja masyarakat dan tatacara berkomunikasi nya sudah mulai berubah yaitu dengan menggunakan teknologi informasi bahkan banyak dikalangan masyarakat utamanya para pemuda dan pemudi tidak bisa terpisahkan dengan penggunaan gadget atau smart phone tercatat dalam tiap tahunnya terjadi peningkatan yang signifikan, layanan yang disediakan oleh perkembangan teknologi ini harus dimanfaatkan dengan baik sehingga model komunikasi periklanan dan model komunikasi penjualan dibarengi dengan pemanfaatan teknologi yang baik dan tepat. Industry 4.0 mengharuskan pengguna untuk cermat dalam menentukan pemanfaatan teknologi informasi.