Construction of Audience Perceptions of Jang Hansol's Personal Branding in YouTube Vlog Content at Santa Maria Catholic High School Malang
Authors: Widiarto Didik Sugeng , Saiban Kasuwi , Wiyani Wahyu 
Published: July 2024

With the increasingly rapid development of technology and information, it is necessary to follow changes in the use of information technology as part of cultural changes in society itself. And currently social media is the most effective medium for promotion and information fields that can be used to see the extent to which people care and care about other people's work. One of the information and promotion platforms is YouTube as an audio visual that is easy to see and hear. by society. A person who has a YouTube account is called a YouTuber. The term YouTuber has become popular in recent years, and YouTubers have emerged with daily vlog content. A YouTuber who has many subscribers with positive content is Jang Hansol with the name YouTube Korea Reomit. This YouTuber from South Korea started his career on August 26 2016. Netizens have become well-known to his name because of his ability to speak Javanese, complete with his trademark medhok accent, because he has lived in Indonesia, especially the city of Malang, for dozens of years. This research uses qualitative methods to obtain overall results and conclusions. This research examines social reality using a tectonic model. The constructivist model is almost the antithesis of the understanding that places observation and objectivity in the search for facts or science. This model views social science as a systematic analysis of socially meaningful action through direct and detailed observation of social actors involved in creating and maintaining/administering managing their social world. The results of this research from the sensation stage show that audience vision allows a person to observe facial expressions, body gestures and visual appearances which are part of a person's personal branding. Information processed through the sense of sight helps the audience form an initial impression of the person, such as whether they exhibit confidence, expertise, or a certain personality. Audiences use the sense of sight to form an initial impression of someone's personal branding through observing facial expressions, body gestures and visual appearance. Audiences use their sense of hearing to form an initial impression of other people's personal branding by capturing voice intonation, speaking style and verbal messages, as well as providing information based on what they hear. The conclusion of this research is that Jang Hansol's personal branding through online platforms is the key to building her unique identity and achieving professional goals. Audiences experience stages of sensation, attention, and interpretation when watching Jang Hansol's actions. The opinions formed from his personal branding reflect the diversity of perspectives and audiences' understanding of the character and values he displays. Jang Hansol's personal branding also influences the formation of audience trust, with consistency, authenticity and integrity being key elements in this process.The trust that is built influences how the audience interacts with Jang Hansol in the future. Apart from that, Jang Hansol's personal branding also influences audience decisions.