VISUAL COMMUNICATION PATTERNS OF GOVERNMENT INSTITUTIONS IN HANDLING THE COVID-19 PANDEMIC: A STUDY OF ARCHETYPES AND BRAND PERSONALITY

The enhancement of student publications within the Master’s Program in Communication Science at UBM is an ongoing endeavor. One of the successful students who passed their publication is Indrawan Makmun, with a thesis titled “VISUAL COMMUNICATION PATTERNS OF GOVERNMENT INSTITUTIONS IN HANDLING THE COVID-19 PANDEMIC: A STUDY OF ARCHETYPES AND BRAND PERSONALITY.” This thesis has been successfully published in the accredited SINTA 2 journal “Desain Komunikasi Visual dan Multimedia” from Dian Nuswantoro University. The abstract of this research is as follows:

This research aims to analyze the brand personality of the Indonesian Ministry of Health (Kemenkes RI) through their Instagram social media account using a Multimodal Semiotics perspective and connect it with brand archetypes to determine the level of The Caregiver for the institution. This qualitative study focuses on analyzing the communication patterns of Kemenkes RI related to COVID-19 through Instagram social media. Data analysis techniques employed include multimodal semiotics and a metafunctional approach. Research findings indicate that Kemenkes RI embodies The Caregiver archetype at level three: altruism, demonstrating concern for the larger world and prioritizing the interests of the Indonesian community. Themes such as nurturing and protection emerged in the multimodal semiotics analysis. Additionally, Kemenkes RI employs visual storytelling techniques such as comics to reduce fear and confusion within the public.

Keywords: Brand Archetype, Covid-19, Kemenkes, Brand Personality, Communication Patterns, Multimodal Semiotics

(The full text can also be downloaded via this link: http://publikasi.dinus.ac.id/index.php/andharupa/article/view/7489/3709)

Several other students are also in the process of publication and are awaiting publication in various journals.

Putri R.