<![CDATA[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]]>
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