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All Journal Jurnal Komunikasi Channel : Jurnal Komunikasi Komunikator The Indonesian Journal of Public Administration (IJPA) Jurnal ASPIKOM Communiverse MEDIAKOM: Jurnal Ilmu Komunikasi Jurnal Abdi Insani Community Empowerment Media Publikasi Promosi Kesehatan Indonesia (MPPKI) Universitas Muhammadiyah Yogyakarta Undergraduate Conference Proceeding Prosiding Seminar Nasional Program Pengabdian Masyarakat Borobudur Communication Review Hasil Karya Aisyiyah Untuk Indonesia Sintesa Proceedings of Jogjakarta Communication Conference (JCC) Jurnal Kesehatan Masyarakat
Sugiantoro, Hari Akbar
Universitas Aisyah Yogyakarta
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Journal : Proceedings of Jogjakarta Communication Conference (JCC)

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Reconstructing Prabowo Subianto's Image in TikTok Content @partaigerindra: A Framing Analysis of the 2024 Presidential Election Campaign Safitri, Sarere; Sugiantoro, Hari Akbar
Jogjakarta Communication Conference (JCC) Vol. 3 No. 1 (2025): The 6th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

The development of social media has transformed political communication strategies, especially in election campaigns. TikTok has become one of the main platforms used to build political image through short video-based content. This research aims to analyze how framing in TikTok content of @partaigerindra account is used to reconstruct Prabowo Subianto's image during the 2024 presidential election campaign. By using descriptive qualitative method and Entman's framing analysis (1993), this study identifies the political communication patterns applied in shaping Prabowo's image. The results showed that the @partaigerindra account actively used framing strategies to change public perception of Prabowo Subianto, from a figure synonymous with the military to a figure that is more humorous and closer to the public, especially generation Z voters. The narrative built through TikTok content emphasized aspects of humor, closeness, and engagement in digital trends favored by Generation Z. In addition, TikTok's for You Page (FYP) algorithm plays a role in massively disseminating this content, increasing audience engagement, and strengthening Prabowo's positive image among young voters. This research provides insights into how social media can be used to reconstruct Prabowo Subianto's image during the 2024 elections and can be a reference for academics and digital campaign practitioners in understanding political framing strategies in the digital era.
Co-Authors Achdiar Redy Setiawan Aliefah Rachma Sarwedi Amanda, Eza Tri Annisa, Fhena Astari Puruhita Ansokowati Astuti, Andari Wuri Dinara Maya Julijanti Fitriahadi, Enny Gerry Katon Mahendra, Gerry Katon Herlin Fitriani Kurniawati Islamiyatur Rokhmah Juliandari, Kriska Afri Kurniati, Nurul Lukman, Sesaria Nguyen, Tuan Van Pagualand, Anggie Putri Cahyani Pulungan, Jeni Anici Rahmawati, Fitri Maulidah Rahmawati, Wuri RASYID, ERWIN Rosyidi, Moch. Imron Safitri, Sarere Suri Salmiyati, Suri Suryani, Dewi Amanatun Syagata, Anindhita Syahbi Tunggali, Ade Putranto Prasetyo Wijiharto Wantonoro Wantonoro, Wantonoro Warsiti Warsiti Zahra Arwananing Tyas