PERBANDINGAN PERSONAL BRANDING NAJWA SHIHAB DAN CINTA LAURA DI INSTAGRAM: REPRESENTASI PEREMPUAN CERDAS DALAM KOMUNIKASI DIGITAL

Abstract

Abstract

This literature study compares the personal branding strategies of Najwa Shihab and Cinta Laura in representing the image of intelligent women on social media, specifically on Instagram. The main issue examined is how both figures construct and convey intellectual identity through personal branding amidst the dominance of digital popular culture. This study reviews literature on personal branding, gender representation, and social media as a performative space. The analysis shows that although both promote intellectual values and women's empowerment, their communication styles and audience engagement strategies differ. These differences are influenced by their backgrounds, platform characteristics, and personal branding goals. This research contributes to the understanding of how female public figures shape new narratives of intelligence and empowerment in the digital era.

Keywords:
Personal Branding, Representation of Intelligent Women, Social Media, Digital Communication, Instagram