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All Journal GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan
Andi Muhamad Ilham Lapawawoy
Fakultas Ilmu Komunikasi, Universitas Prof. Dr. Moestopo (Beragama)
Humanities Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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PERGESERAN STRATEGI CITRA: DARI NASIONALISME MILITERISTIK KE VISUALISASI HUMANIS DALAM KOMUNIKASI POLITIK PRABOWO SUBIANTO (2014–2024) Andi Muhamad Ilham Lapawawoy; Rudy Harjanto; Hendri Prasetya
GOVERNANCE: Jurnal Ilmiah Kajian Politik Lokal dan Pembangunan Vol. 13 No. 9 (2026): 2026 September
Publisher : Lembaga Kajian Ilmu Sosial dan Politik (LKISPOL)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56015/gjikplp.v13i9.1277

Abstract

This study analyzes the shift in Prabowo Subianto's political image strategy across three Indonesian presidential election cycles (2014, 2019, and 2024) using a framework of visual rhetoric and political communication. The study focuses on how Prabowo Subianto's media team carried out a rhetorical repositioning from an image grounded in militaristic nationalism toward a more humanized and emotionally resonant visualization, particularly in reaching Generation Z and Millennial voters who dominate the 2024 Permanent Voter List. Employing a qualitative approach with a case study method, data were collected through in-depth interviews with media team members and analysis of visual artifacts. The findings indicate that this image transformation does not constitute a reconstruction of character, but rather a rhetorical adaptation responsive to audience segmentation and the evolving digital media landscape. The "gemoy" image that emerged in the 2024 presidential election was the outcome of a deliberate visual inventio process, in which the previously underexposed humanist side of Prabowo was given a more prominent space for representation. This study argues that visual shifts in political communication are not synonymous with manipulation, but constitute a strategic and contextual practice of selecting and organizing meaning. Keywords: visual rhetoric, political image, political communication, image shift, 2024 Presidential Election
Co-Authors Hendri Prasetya Rudy Harjanto