PERSONAL BRANDING FASHION ANDROGINI MELALUI INSTAGRAM (Analisis Isi Pada Akun @joviadhiguna dan @anastliee Periode Tahun 2020)

Personal branding is self-image through uniqueness and potential. Instagram as one of the platforms in forming personal branding. Jovi Adhiguna and Anastasia Lie are examples of individuals who have unique personal branding in the world of fashion androgynous. The study aims to find out how personal androgynous fashion branding Jovi and Anast are in photos posted on her Instagram account. In this case researchers used several theories relevant to this study, such as visual communication, new media, Instagram, personal branding, queer, fashion, and androgyny. This research uses qualitative approaches and interpretive research types with content analysis methods. For the results of this study found that on Instagram Jovi and Anast fulfilled six of the eight concepts of personal branding such as specialization (the law of specialization), leadership (the law of leadership), difference (the law of distinctiveness), appearance (the law of visilibity), firmness (the law of persistence), and name good (the law of goodwill). The difference is only in the style of appearance. Jovi presents himself as a graceful, sexy, and glamorous male figure such as feminine. While Anast presents herself as a cool masculine female figure, simple, and rebel by using casual and simple clothes such as masculine