Social Media and Issue Framing: How Pramono Anung Utilized Instagram as a Political Campaign Tool in The 2024 Jakarta Elections?

Main Article Content

Nourman Syahril Ladopurap
Kisandani Priyambodo Kusumojati
Irwansyah Irwansyah

Abstract

This research examines Pramono Anung's Instagram (@pramonoanungw) campaign strategy during Jakarta's gubernatorial election (August-November 2024). Using mixed methods, the study analyzes social media content characteristics and issue framing techniques. Findings reveal dominance of personalization content, followed by information, mobilization, and interaction elements. Pramono's strategy emphasized building a visionary image through social issues advocacy, family values, and sustainability commitments, positioning him as an approachable, community-responsive leader. This research contributes to understanding social media's role in contemporary political campaigning within Jakarta's electoral context.

Article Details

Section
April Vol 6 No 1

References

Aalberg, T., & Jenssen, A. T. (2007). Do Television Debates In Multiparty Systems Affect Viewers? A Quasi‐ Experimental Study With First‐Time Voters. Scandinavian Political Studies, 30(1), 115–135. Https://Doi.Org/10.1111/J.1467-9477.2007.00175.X

Adnan, M., & Mona, N. (2024). Strategi Komunikasi Politik Melalui Media Sosial Oleh Calon Presiden Indonesia 2024. Politika: Jurnal Ilmu Politik, 15(1), 1–20. Https://Doi.Org/10.14710/Politika.15.1.2024.1-20

Akmal, S., Usman, A. R., & Qamaruzzaman, Q. (2023). Political And Educational Messages In Serambi Indonesia: A Framing Analysis. Jurnal ASPIKOM, 8(2), 287. Https://Doi.Org/10.24329/Aspikom.V8i2.1270

Annur, C. M. (2023, September 20). Pengguna Internet Di Indonesia Tembus 213 Juta Orang Hingga Awal 2023. Https://Databoks.Katadata.Co.Id/Teknologi-Telekomunikasi/Statistik/D109a45f4409c34/Pengguna-Internet-Di-Indonesia-Tembus-213-Juta-Orang-Hingga-Awal-2023

Bateman, S., Gutwin, C., & Nacenta, M. (2008). Seeing Things In The Clouds: The Effect Of Visual Features On Tag Cloud Selections. Proceedings Of The Nineteenth ACM Conference On Hypertext And Hypermedia, 193–202. Https://Doi.Org/10.1145/1379092.1379130

Bryman, A. (2007). Barriers To Integrating Quantitative And Qualitative Research. Journal Of Mixed Methods Research, 1(1), 8–8. Https://Doi.Org/10.1177/1558689806290531

Cnnindonesia.Com. (2024, August 20). MK Ubah Syarat Ambang Suara Pilkada: Jakarta 7,5%, Jabar-Jateng 6,5%. Nasional. Https://Www.Cnnindonesia.Com/Nasional/20240820125240-12-1135243/Mk-Ubah-Syarat-Ambang-Suara-Pilkada-Jakarta-75-Jabar-Jateng-65

De Sola Pool, I., & Berelson, B. (1952). Content Analysis In Communication Research. American Sociological Review, 17(4), 515. Https://Doi.Org/10.2307/2088029

Digital 2023: Indonesia. (2023, February 9). Datareportal – Global Digital Insights. Https://Datareportal.Com/Reports/Digital-2023-Indonesia

Drehle, D. V. (2016, November 9). The Making Of President Donald Trump. Time. Https://Time.Com/Magazine/Us/4565955/November-21st-2016-Vol-188-No-21-U-S/

Entman, R. M. (1993). Framing: Toward Clarification Of A Fractured Paradigm. Journal Of Communication, 43(4), 51–58. Https://Doi.Org/10.1111/J.1460-2466.1993.Tb01304.X

Feinberg, M., & Wehling, E. (2018). A Moral House Divided: How Idealized Family Models Impact Political Cognition. PLOS ONE, 13(4), E0193347. Https://Doi.Org/10.1371/Journal.Pone.0193347

Flick, U. (2018). Triangulation In Data Collection. In U. Flick, The SAGE Handbook Of Qualitative Data Collection (Pp. 527–544). SAGE Publications Ltd. Https://Doi.Org/10.4135/9781526416070.N34

Gamson, W. A., & Goffman, E. (1975). Frame Analysis: An Essay On The Organization Of Experience. Contemporary Sociology, 4(6), 603. Https://Doi.Org/10.2307/2064022

Gamson, W. A., & Modigliani, A. (1989). Media Discourse And Public Opinion On Nuclear Power: A Constructionist Approach. American Journal Of Sociology, 95(1), 1–37. Https://Doi.Org/10.1086/229213

Garrett, R. K. (2009). Echo Chambers Online?: Politically Motivated Selective Exposure Among Internet News Users. Journal Of Computer-Mediated Communication, 14(2), 265–285. Https://Doi.Org/10.1111/J.1083-6101.2009.01440.X

Gerber, A. S., Green, D. P., & Shachar, R. (2003). Voting May Be Habit‐Forming: Evidence From A Randomized Field Experiment. American Journal Of Political Science, 47(3), 540–550. Https://Doi.Org/10.1111/1540-5907.00038

Güran, M. S., & Özarslan, H. (2022). Framing Theory In The Age Of Social Media. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 48, 446–457. Https://Doi.Org/10.52642/Susbed.1142562

Ha, L. S., Wang, F., Fang, L., Yang, C., Hu, X., Yang, L., Yang, F., Xu, Y., & Morin, D. (2013). Political Efficacy And The Use Of Local And National News Media Among Undecided Voters In A Swing State: A Study Of General Population Voters And First-Time College Student Voters. Electronic News, 7(4), 204–222. Https://Doi.Org/10.1177/1931243113515678

Hemphill, L., Culotta, A., & Heston, M. (2013). Framing In Social Media: How The US Congress Uses Twitter Hashtags To Frame Political Issues. SSRN Electronic Journal. Https://Doi.Org/10.2139/Ssrn.2317335

Iyengar, S. (1990). THE ACCESSIBILITY BIAS IN POLITICS: TELEVISION NEWS AND PUBLIC OPINION. International Journal Of Public Opinion Research, 2(1), 1–15. Https://Doi.Org/10.1093/Ijpor/2.1.1

Kasim, S., Febri Sonni, A., & Farid, M. (2023). Analisis Strategi Pemanfaatan Media Komunikasi KPU Kota Makassar Dalam Meningkatkan Partisipasi Pemilih Pada Pilkada Serentak Tahun 2020. Medium, 11(01), 111–123. Https://Doi.Org/10.25299/Medium.2023.Vol11(01).9391

Kuo, B. Y.-L., Hentrich, T., Good, B. M. ., & Wilkinson, M. D. (2007). Tag Clouds For Summarizing Web Search Results. Proceedings Of The 16th International Conference On World Wide Web, 1203–1204. Https://Doi.Org/10.1145/1242572.1242766

Kushin, M. J., & Kitchener, K. (2009). Getting Political On Social Network Sites: Exploring Online Political Discourse On Facebook. First Monday. Https://Doi.Org/10.5210/Fm.V14i11.2645

Mańkowski, S. (2023). Political Communication On Social Media During Poland’s 2020 Presidential Campaign. Przegląd Politologiczny, 2, 119–127. Https://Doi.Org/10.14746/Pp.2023.28.2.8

Mcgregor, S. C. (2020). “Taking The Temperature Of The Room.” Public Opinion Quarterly, 84(S1), 236–256. Https://Doi.Org/10.1093/Poq/Nfaa012

Mendelsohn, J., Budak, C., & Jurgens, D. (2021). Modeling Framing In Immigration Discourse On Social Media. Proceedings Of The 2021 Conference Of The North American Chapter Of The Association For Computational Linguistics: Human Language Technologies, 2219–2263. Https://Doi.Org/10.18653/V1/2021.Naacl-Main.179

Mohd Fathir, M. F., Mohd Lokman, A., Abd Kadir, S., & Sualman, I. (2022). Social Media Visual Framing Towards Political Participation: An Analysis On BERSIH 2.0. Jurnal Komunikasi: Malaysian Journal Of Communication, 38(2), 127–143. Https://Doi.Org/10.17576/JKMJC-2022-3802-08

Munro, E. (2023, July 13). Framing The Immigrant Family: A Critical Discourse Analysis Of Immigrant Families And Family-Related Immigration Policies In Newsprint Media. Toronto Metropolitan University. Https://Doi.Org/10.32920/23681367.V1

Napoleoncat.Com. (2023). Social Media Users In Indonesia—2023. Https://Napoleoncat.Com/Stats/Social-Media-Users-In-Indonesia/2023/

Nee, R. C., Shen, H., & Dozier, D. M. (2017). Double Vision: Testing Audience Effects Of Competing Social Media And Institutional Media Political Framing. Electronic News, 11(4), 211–228. Https://Doi.Org/10.1177/1931243117690426

Ohme, J. (2019). When Digital Natives Enter The Electorate: Political Social Media Use Among First-Time Voters And Its Effects On Campaign Participation. Journal Of Information Technology & Politics, 16(2), 119–136. Https://Doi.Org/10.1080/19331681.2019.1613279

Pan, Z., & Kosicki, G. (1993). Framing Analysis: An Approach To News Discourse. Political Communication, 10(1), 55–75. Https://Doi.Org/10.1080/10584609.1993.9962963

Petrova, M., Sen, A., & Yildirim, P. (2021). Social Media And Political Contributions: The Impact Of New Technology On Political Competition. Management Science, 67(5), 2997–3021. Https://Doi.Org/10.1287/Mnsc.2020.3740

Pradana, I. P. Y. B., Susanto, E., & Kumorotomo, W. (2022). Analyzing The Critical Factors For Innovation Sustainability In The Public Sector: Evidence From Indonesia. International Journal Of Public Sector Management, 35(7), 733–748. Https://Doi.Org/10.1108/IJPSM-02-2022-0044

Ramkita, M., & Muslim, M. (2023). PENGGUNAAN MEDIA SOSIAL SEBAGAI ALAT KOMUNIKASI POLITIK (STUDI KASUS SOSIAL MEDIA DEWAN PIMPINAN WILAYAH PARTAI KEADILAN SEJAHTERA PROVINSI SUMATERA SELATAN). SEIKAT: Jurnal Ilmu Sosial, Politik Dan Hukum, 2(6), 538–546. Https://Doi.Org/10.55681/Seikat.V2i6.1009

Rizki Putra, T., & Nurcholis, A. (2021). Pengaruh Media Sosial Terhadap Partisipasi Pemilih Pemula Pada Pemilihan Presiden 2019: Studi Pada Mahasiswa FISIPOL UGM. Jurnal Polgov, 2(1), 193–222. Https://Doi.Org/10.22146/Polgov.V2i1.1372

Rochman, F. (2023, March 8). Survei APJII Catat Peningkatan Penetrasi Pengguna Internet Indonesia. Antara News. Https://Www.Antaranews.Com/Berita/3431034/Survei-Apjii-Catat-Peningkatan-Penetrasi-Pengguna-Internet-Indonesia

Sahly, A., Shao, C., & Kwon, K. H. (2019). Social Media For Political Campaigns: An Examination Of Trump’s And Clinton’s Frame Building And Its Effect On Audience Engagement. Social Media + Society, 5(2), 2056305119855141. Https://Doi.Org/10.1177/2056305119855141

Santoso, A. A. (2024). Penetapan Ganjar Pranowo Sebagai Calon Presiden: Studi Analisis Topik Pada Reverse Agenda Setting Terkait Kasus Ganjar Pranowo. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(4), 3805–3812. Https://Doi.Org/10.54371/Jiip.V7i4.4140

Sihite, D. V., Sembiring, E. B., Rachma, A., & Ivana, J. (2024). Media Sosial Dan Pengaruhnya Terhadap Partisipasi Politik Di Kalangan Mahasiswa Ppkn Universitas Negeri Medan. IJEDR: Indonesian Journal Of Education And Development Research, 2(1), 100–103. Https://Doi.Org/10.57235/Ijedr.V2i1.1565

Soehandoko, J. G. (2024, September 12). Drama Pilkada Jakarta: Dulu Tak Dijagokan, Pram-Rano Menang 1 Putaran. Bisnis.Com. Https://Www.Bisnis.Com/Read/20241209/638/1822595/Drama-Pilkada-Jakarta-Dulu-Tak-Dijagokan-Pram-Rano-Menang-1-Putaran

Sweetser, K. D., & Lariscy, R. W. (2008). Candidates Make Good Friends: An Analysis Of Candidates’ Uses Of Facebook. International Journal Of Strategic Communication, 2(3), 175–198. Https://Doi.Org/10.1080/15531180802178687

Sydnor, C. (2018). Fake News: Agenda Setting And Gatekeeping In The Media. Undergraduate Honors Theses. Https://Digitalcommons.Gardner-Webb.Edu/Undergrad-Honors/24

Tang, G., & Lee, F. L. F. (2013). Facebook Use And Political Participation: The Impact Of Exposure To Shared Political Information, Connections With Public Political Actors, And Network Structural Heterogeneity. Social Science Computer Review, 31(6), 763–773. Https://Doi.Org/10.1177/0894439313490625

Tuty Mutiah, M. & Rahtika Diana. (2023). Peran Kampanye Media Sosial Dalam Perilaku Pemilih Muda Di DKI. NIVEDANA : Jurnal Komunikasi Dan Bahasa, 4(2), 297–304. Https://Doi.Org/10.53565/Nivedana.V4i2.990

Vissers, S., & Stolle, D. (2014). Spill-Over Effects Between Facebook And On/Offline Political Participation? Evidence From A Two-Wave Panel Study. Journal Of Information Technology & Politics, 11(3), 259–275. Https://Doi.Org/10.1080/19331681.2014.888383

Zahra, S. F., & Kustanti, E. R. (2023). HUBUNGAN ANTARA KEBUTUHAN AFILIASI DENGAN PENGUNGKAPAN DIRI MELALUI MEDIA SOSIAL PADA MAHASISWA ANGAKATAN 2019 FAKULTAS PSIKOLOGI UNIVERSITAS DIPONEGORO. Jurnal EMPATI, 12(2), 112–120. Https://Doi.Org/10.14710/Empati.2023.28671

Zebib, C. (2022). Political Communication Through The Prism Of Social Media: How Are Lebanese Political Parties Using Facebook In Electoral Campaigns? Jurnal Komunikasi: Malaysian Journal Of Communication, 38(2), 87–106. Https://Doi.Org/10.17576/JKMJC-2022-3802-06