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Instagram is now considered as a good media for politicians to brand themselves attractively with greater impact. Nevertheless, it is still assumed to be not easy for woman leader to compete with man leader at political arena since patriarchal ideology has made women often considered as the second sex in society. Besides, the prevailing religious system has also granted men the sacred duty of being a leader of the people. Thus, this study aimed to reveal how Khofifah Indar Parawansa, a candidate of East Java Governor, is branded in Instagram as a proper woman leader for East Java Province which has the greatest Islamic community organization in Indonesia. Data used were all posts with the top five comments and likes selected from some official Instagram accounts owned by Khofifah and her campaign success team using purposive sampling technique. The data selected then were analyzed by using multimodality theory by Theo Van Leuuwen. The results showed that as a candidate of East Java Governor, Khofifah Indar Parawansa is still branded as a woman leader with ideal female characters and roles for patriarchal society.

The Branding of Indonesian Woman Leader in Instagram: A Case Study of Khofifah Indar Parawansa as a Candidate of East Java Governor