Framing Prabowo's 'Gemoy' Campaign: National and International Media Perspectives
Analisis Framing Pemberitaan Kampanye Gemoy Prabowo Subianto pada Media Nasional dan Internasional
DOI:
https://doi.org/10.21070/ups.10015Keywords:
Framing Analiysis, Political Communication, Political Strategy, Prabowo- Gibran, Communication StrategyAbstract
The “Prabowo Gemoy” campaign has emerged as a significant political communication strategy in Indonesia, targeting younger voters with humorous and visually engaging content. This study analyzes how Kumparan (national media) and BBC News (international media) frame the campaign using Robert M. Entman’s framing analysis model. Through qualitative media text analysis, the study examines four framing elements: defining problems, diagnosing causes, making moral judgments, and suggesting remedies. The results show Kumparan frames the campaign as a modern, emotional strategy connecting with Gen Z and millennials, while BBC News critiques the potential risks of image rebranding and Prabowo’s controversial human rights record. These differing frames reflect cultural and institutional differences. The study highlights how media shape public perception through strategic framing and offers new insights into digital political communication by examining humor-driven image construction in viral campaigns, advancing Entman’s framing theory in a social-media context.
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