Motivational Young Entrepreneur’s Personal Branding on Instagram: A Modest Crazy Rich Asian

Abstract

Individuals’ personal branding in social media convey meaning with particular signification. Interpretation of the image could rebuild and strengthen an individual’s public persona. Putri Tanjung, the CEO of a creative business has carried values as a young inspirational entrepreneur through her contribution and influence on society. This study aims to analyze the meaning of motivational content on the @putri_tanjung Instagram account. This paper discusses the signs and meaning of Putri Tanjung’s personal branding using Ferdinand de Saussure semiotics method. The findings show that there is intrinsic meaning in the motivation message presented in the message of each Instagram content selected in this study. The study identified components of personal branding used in the unit analysis which consists of values, skills, and behavior. This paper concludes that despite her family background, she does not represent herself based on the well-known conglomerate family, but as an inspirational individual with a work ethic.