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

Putra, Robby Aditya Diskursus Branding Perempuan Pondok Pesantren di Instagram (Studi Kasus Pondok Pesantren Modern Gontor Putri 1). JURNAL DAKWAH DAN KOMUNIKASI, 4 (1). ISSN 25483366

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Abstract

Women's aspirations for education are so that women and men are equally placed as whole human beings in various aspects of life. Pesantren are aware of this, the proof is that there are many female-only pesantren held. However, some modern societies still consider pesantren branding as "ndeso" and tend to produce normative women, who have not produced millennial women that are relevant to the times. Then how do the branding efforts of the modern boarding school Gontor Puri 1 about millennial era women on Instagram? The theory used in this paper is the theory of advertising and branding from David Aaker. This study found that there was no seriousness of the Gontor Putri 1 branding effort on millennial women on Instagram. As a result of this lack of seriousness, the brand of boarding school as an ancient institution and not in accordance with the characteristics of millennial women will survive.The effort of „rebranding‟ pondok pesantren through social media (Instagram, Facebook, Twitter, YouTube) must be one of the main focuses of the boarding school stakeholders to be creatively campaigned

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