Personal Branding Mahasiswa Melalui Fotografi: Analisis Identitas Visual Digital
DOI:
https://doi.org/10.33197/visualideas.vol6.iss2.2026.3500Keywords:
Personal Branding, Estetika Fotografi, Mahasiswa, Identitas Visual, Media DigitalAbstract
Perkembangan budaya visual digital mendorong mahasiswa memanfaatkan fotografi sebagai medium strategis pembentukan personal branding, bukan sekadar dokumentasi. Penelitian ini menganalisis cara mahasiswa Desain Komunikasi Visual (DKV) membangun personal branding melalui karya fotografi sebagai representasi identitas visual di era digital. Penelitian menggunakan pendekatan kualitatif deskriptif dengan analisis visual terhadap 10 karya fotografi potret mahasiswa yang dipilih secara purposive. Analisis visual menggunakan lima aspek fotografi John Szarkowski, yaitu the thing itself, the detail, the frame, time, dan vantage point, kemudian ditafsirkan melalui tiga dimensi personal brand equity, yaitu brand appeal, brand differentiation, dan brand recognition. Keterangan tugas dan wawancara singkat dengan pembuat karya digunakan sebagai data pendukung untuk triangulasi. Penelitian menemukan empat kategori citra dominan, yaitu profesional, kreatif, reflektif, dan ekspresif. Setiap kategori menunjukkan strategi visual yang berbeda dalam mengelola pose, ekspresi, busana, properti, pencahayaan, dan komposisi. Karya fotografi mahasiswa berfungsi sebagai medium komunikasi identitas yang terencana dan relevan dengan tuntutan ruang sosial serta profesional digital.
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