The evolution of digital political communication has reshaped political branding on visual platforms like Instagram. This study uses Erving Goffman’s dramaturgy framework (front stage, back stage, impression management) to analyze political image shifts on Prabowo Subianto’s Instagram account (@prabowo) before and after his election as President of Indonesia in 2024, following three previous campaign losses and decades of a strictly military-focused image. Qualitative content and visual analysis of 812 pre-inauguration posts (October 2022–October 2024) and 47 post-inauguration posts reveal a clear shift: while his pre-presidential portrayal was overwhelmingly formal and military with minimal personal content (0.86%), his post-inauguration persona evolved into a hybrid of a "strong leader" and a "caring leader." Ultimately, the study demonstrates how Instagram acts as a curated stage for hybrid legitimacy—blending institutional authority with affective closeness—and extends Goffman’s concept of audience segregation to digital spaces where diverse political roles are performed simultaneously for a single audience.
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...
Andi Muhamad Ilham Lapawawoy, R. Harjanto, Hendri Prasetya· GOVERNANCE: Jurnal Ilmiah Ka...· 0 citations
This research analyzes the influence of materialist–post-materialist value orientation, cultural backlash, and elite perception on the voting preferences of Muhammadiyah's young members in the transition of leadership from Joko Widodo (Jokowi) to Prabowo Subianto in the 2024 Presidential Election. Based on the cultural...
Rivaldi Mahardika, A. Ramadhani, Hibatulloh Akbar Novianto· GOVERNANCE: Jurnal Ilmiah Ka...· 0 citations
This study was prompted by the emergence of controversy and negative public stigma surrounding the Sekolah Rakyat (SR) program initiated by the President of Indonesia. Through the TikTok account @Kementerian Sosial RI, the government published the narrative content “Nazril’s Story at Sekolah Rakyat” employing an emotiv...
Indonesian society, deeply rooted in collectivist culture, positions the family as a significant source of social pressure for younger generations through material-oriented comparisons of success standards, while Generation Z faces tension between family expectations and an increasingly individualistic personal value o...
Abstract. Amidst the phenomena of the religious marketplace and the silent exodus of youth, the Christian Evangelical Church in Minahasa (GMIM) has adopted the Faith Refreshment Service (KPI) as a pastoral strategy. This study analyzes the theological tension within KPI practices: does the adoption of contemporary elem...
Morning assemblies in madrasahs can provide a structured setting for habituating discipline and religious attitudes before formal learning begins. This study aimed to describe teachers’ efforts to instill students’ discipline and religious attitudes through the morning assembly at MTs Mathla’ul Anwar Kecapi, Pesawaran,...
H. Husniah, B. Baharudin, J. Jalaluddin· SAKALIMA: Pilar Pemberdayaan...· 0 citations
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