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All Journal Lexeme : Journal of Linguistics and Applied Linguistics
Septiani, Arina Putri
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Education Languange, Linguistic, Communication & Media

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Framing Theory on Cyber Politic Analysis: Candidate for Governor of North Sumatera on Instagram Naila, Aisya Naifa; Gultom, Amanda Fransisca; Septiani, Arina Putri; Ulfa, Maryam; Avrillia, Wina; Putri, Dian Marisha
Lexeme : Journal of Linguistics and Applied Linguistics Vol. 7 No. 1 (2025): JANUARY 2025
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/ljlal.v7i1.45768

Abstract

This study explores the utilization of Instagram as a social media platform in political campaigns during the Medan Governor Election, applying the principles of framing theory. The primary aim is to investigate how gubernatorial candidates construct and disseminate their political messages through visual and textual content to shape voter perceptions. Anchored in Erving Goffman’s (1974) framing theory, the study examines how candidates selectively emphasize and organize information to influence audience interpretation. By employing Instagram features such as posts, stories, and interactive elements, candidates seek to craft their public image, underscore key issues, and engage voters effectively. The findings indicate that Instagram functions as a pivotal tool for shaping public opinion and increasing candidates' visibility in the context of digital media-driven political campaigns. This research underscores the importance of strategic social media use in modern political communication, highlighting its potential to redefine voter engagement and public discourse
Co-Authors Avrillia, Wina Gultom, Amanda Fransisca Naila, Aisya Naifa PUTRI, DIAN MARISHA Ulfa, Maryam