Analisis Framing dan Komunikasi Politik Partai Gerindra Sumut di Media Sosial pada Pemilihan Presiden 2024

Abstract

Social media has become a crucial arena in modern political campaigns due to its broad reach and interactive capabilities. This study aims to analyze the framing and political communication strategy employed by the North Sumatra chapter of the Gerindra Party (Gerindra Sumut) on the Instagram platform in the context of Indonesia’s 2024 Presidential Election. A descriptive qualitative approach was used, involving framing analysis of content posted on Gerindra Sumut’s official Instagram account during the campaign period, complemented by interviews with the party’s social media team. The findings show that Gerindra Sumut implemented a political framing strategy highlighting key issues such as the economy, public welfare, and nationalism, thereby shaping the image of Prabowo Subianto as a problem-solving and patriotic leader. The digital communication strategy adopted was largely positive and participatory: visual content (infographics, photos, short videos) was designed to appeal to young voters, twoway engagement was encouraged through features like polls and Q&A sessions, and the campaign focused more on strengthening the candidate’s image than attacking opponents. The implications of this study underscore the importance of adaptive issue framing and interactive social media utilization to enhance the effectiveness of political communication in the digital era