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

by B. S. Wijaya, Jurica Lucyanda, and Muhammad Taufiq Amir


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.

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How to Cite: Wijaya, B. S., Lucyanda, J., & Amir, M. T. (2021). Covid-19 Pandemic, Personal Branding, and the Corruption of Communication. Advances in Social Science, Education and Humanities Research