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Diskursus Branding Perempuan Pondok Pesantren di Instagram (Studi Kasus Pondok Pesantren Modern Gontor Putri 1) | putra | Jurnal Dakwah dan Komunikasi

Diskursus Branding Perempuan Pondok Pesantren di Instagram (Studi Kasus Pondok Pesantren Modern Gontor Putri 1)

robby aditya putra

Abstract


Cita-cita perempuan mengenyam pendidikan adalah agar perempuan dan laki-laki sama-sama ditempatkan sebagai manusia utuh di berbagai aspek kehidupan. Pesantren menyadari hal ini, terbukti dengan banyak pesantren khusus perempuan yang digelar. Namun sebagian masyarakat modern masih menganggap branding pesantren adalah „ndeso? dan cenderung menghasilkan perempuan yang normatif,  belum banyak mencetak perempuan milenial yang relevan dengan zaman. Lalu bagaimanakah upaya branding pondok pesantren modern gontor puri 1 tentang perempuan era milenial di instagram? Teori yang dipakai dalam tulisan ini adalah teori advertising and branding dari David Aaker. Penelitian ini menemukan belum adanya keseriusan upaya branding gontor putri 1 tentang perempuan milenial di instagram. Akibat ketidakseriusan ini, brand pondok pesantren sebagai lembaga kuno dan tidak sesuai dengan karakteristik perempuan milenial akan bertahan. Usaha rebranding pondok pesantren melalui media sosial  (instagram, facebook, twitter, youtube)  harus menjadi salah satu fokus utama pemangku pondok pesantren untuk dikampanyekan secara kreatif.


Keywords


Brand, Perempuan Milenial, Instagram, Pondok Pesantren, Gontor Putri

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References


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DOI: http://dx.doi.org/10.29240/jdk.v4i1.877

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