Rebranding Citra Politik Prabowo Subianto pada Pemilihan Presiden Republik Indonesia Tahun 2024

Abstract

This thesis is motivated by the return of Prabowo Subianto in the 2024 presidential election, where he is seen rebranding his political image. In the previous three editions of the presidential election, Prabowo was known as a figure who was firm, militaristic and often made fiery speeches. Prabowo even went viral because of his action in hitting the podium table during the 2019 campaign. In this presidential election, Prabowo seems to be a more relaxed and calm figure. He also likes to suddenly dance during campaigns, which gave rise to the term "gemoy dancing". Apart from that, in this presidential election Prabowo also brought a "sustainability" program from the incumbent president, Joko Widodo. As is known, in the two previous editions of the presidential election, Prabowo Subianto was always President Joko Widodo's opponent or rival. Joko Widodo's shadow over the figure of Prabowo Subianto also influenced his political image. In addition, in the 2024 presidential election, a number of 1998 activists have now joined the Prabowo-Gibran National Victory Team, where as is known, Prabowo was involved in issues regarding human rights violations in 1998. This research uses a qualitative descriptive method, namely research that aims to find out the facts - facts and events systematically and accurately and analyzing their truth based on data obtained in the field. Data collection techniques in this research are interview techniques and library research.