Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)

Covid-19 Pandemic, Personal Branding, and the Corruption of Communication

Authors
Bambang Sukma Wijaya*, bswijaya98@yahoo.com
Department of Communication Science, Universitas Bakrie, Jakarta, Indonesia
Jurica Lucyandajurica.lucyanda@bakrie.ac.id
Department of Accounting, Universitas Bakrie, Jakarta, Indonesia
Muhammad Taufiq Amirtaufiq.amir@bakrie.ac.id
Department of Management, Universitas Bakrie, Jakarta, Indonesia
Corresponding Author
Bambang Sukma Wijayabswijaya98@yahoo.com
Available Online 29 November 2021.
DOI
https://doi.org/10.2991/assehr.k.211121.039How to use a DOI?
Keywords
message corruption; media corruption; Covid-19
Abstract

as an individual strategy for professional career development, personal branding continues to be pursued by various groups, even during the Covid-19 pandemic crisis, including academics. However, it is not uncommon for personal branding efforts to be accompanied by the communication corruption practices, namely the act of reducing the right of the audience or the public to receive messages completely and correctly according to facts, both normative (objective) and contemplative (subjective). This article examines the phenomenon of communication corruption in academics’ personal branding during the Covid-19 pandemic. Apart from identifying forms of communication corruption in the dimensions of the message, media, context, and behavior, we also discussed with two separate groups, namely lecturers and students through the FGD method, to explore their views and experiences regarding this phenomenon. The results show that the group of lecturers tends to do personal branding related to the needs of academic positions and build a reputation as an expert in their field for work and consulting projects, while the student group tends to brand themselves for careers after college and academic reputation in writing their final work. In the message dimension, communication corruption is generally in the form of misinformation, disinformation, polished visuals, fake data, twisted meaning, and hidden facts, while in the media dimension it takes the form of utilizing media features for polishing facts to make them more impressive. In the context dimension, usually by conditioning the atmosphere and setting of events to present the desired impression. In the behavioral dimension, it tends to take the form of plagiarism, whether intentionally or unintentionally, authorship for sale as well as attempts to slander the source of the quote.

Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 November 2021
ISBN
978-94-6239-460-5
ISSN
2352-5398
DOI
https://doi.org/10.2991/assehr.k.211121.039How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Bambang Sukma Wijaya
AU  - Jurica Lucyanda
AU  - Muhammad Taufiq Amir
PY  - 2021
DA  - 2021/11/29
TI  - Covid-19 Pandemic, Personal Branding, and the Corruption of Communication
BT  - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021)
PB  - Atlantis Press
SP  - 169
EP  - 174
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211121.039
DO  - https://doi.org/10.2991/assehr.k.211121.039
ID  - Wijaya2021
ER  -