Agenda Setting Kampanye Prabowo dalam Memperbaiki Citra Pada Pemilu Tahun 2024
Keywords:
Agenda Setting, Presidential Election, Social Media, Young Generation, Political Campaign
Abstract
Abstract
Agenda setting in political campaigns is a common strategy, including by Prabowo Subianto as presidential candidate number 2 in the 2024 Presidential and Vice-Presidential Election. Prabowo, who has a controversial past, needs to design a strategy to change public perception and increase his electability. One of the most effective ways to dominate voters' votes is to attract support from the younger generation, namely Gen Z and Millennials, through social media and offering relevant visions and missions. This study aims to analyze how the agenda setting strategy carried out by Prabowo Subianto can change his image in the eyes of the public and attract the interest of the younger generation, resulting in an increase in the electability of candidate pair 2 in the 2024 election. The focus of this study is on the agenda setting that is considered the most viral or influential on public opinion. The results of the study show various data that describe the agenda setting strategy implemented by Prabowo's successful team, which succeeded in changing the image and increasing the electability of candidate pair 2.
References
Ananda, M.J. (2021). Analisis Gaya Kepemimpinan Prabowo Subianto. Research Gate. Research Gate.
BBC News Indonesia (2023). Pilpres 2024: Mengapa Prabowo Subianto Populer di Kalangan Gen Z? [online] BBC News Indonesia. Available at: https://www.bbc.com/indonesia/articles/cpw2g1q9dneo.
Dian, R. (2023). Profil Prabowo Subianto Lengkap Beserta Karier Politiknya. [online] Narasi Tv. Available at: https://narasi.tv/read/narasi-daily/profil-prabowo-subianto [Accessed 10 Jun. 2024].
Efendi, E., Taufiqurrohman, A., Supriadi, T., Kuswananda, E. and Komunikasi Penyiaran Islam, Universitas Islam Negeri Sumatera Utara (2023). Teori Agenda Setting. Jurnal Pendidikan Tambusai, 7(1).
Farisa, F.C. (2023). Belanja Iklan Pendukung Prabowo di Medsos Rp 8,67 Miliar, Tertinggi Dibanding Pendukung Ganjar dan Anies. [online] KOMPAS.com. Available at: https://nasional.kompas.com/read/2023/11/01/11152311/belanja-iklan-pendukung-prabowo-di-medsos-rp-867-miliar-tertinggi-dibanding#:~:text=Dikutip%20dari%20Kompas.id%20yang [Accessed 10 Jun. 2024].
Fernandes, A., Suryahudaya, E.G. and Okthariza, N. (2023). Pemilih Muda Dalam Pemilihan Umum 2024: Dinamis, Adaptif dan Responsif. [online] Centre for Strategic and International Studies. Available at: https://s3-csis-web.s3.ap-southeast-1.amazonaws.com/doc/Pemilih_Muda_Dalam_Pemilihan_Umum_2024.pdf?download=1.
Hardiantoro, A. and Pratiwi, I.E. (2024). Daftar Partai Koalisi Prabowo-Gibran Usai Ditetapkan Jadi Presiden dan Wakil Presiden Terpilih. [online] KOMPAS.com. Available at: https://www.kompas.com/tren/read/2024/04/24/140000665/daftar-partai-koalisi-prabowo-gibran-usai-ditetapkan-jadi-presiden-dan?page=all [Accessed 9 Jun. 2024].
Kestiyoyuni, H. (2022). Identifikasi Agenda Setting Dalam Produksi Berita Detik.com ‘PSSI Luruskan Tudingan Shin Tae-Yong Soal Tak Booking Lapangan’. Journal of Communication Science and Islamic Da’wah, 6(2), pp.81–92. doi:https://doi.org/10.32832/komunika.v6i2.7973.
Krisdamarjati, Y.A. (2023). Tingginya Belanja Iklan Politik Prabowo dan Golkar di Media Sosial. [online] kompas.id. Available at: https://www.kompas.id/baca/riset/2023/07/03/tingginya-belanja-iklan-politik-prabowo-dan-golkar-di-media-sosial [Accessed 9 Jun. 2024].
Nasionalita, K. (2014). Relevansi Teori Agenda Setting Dalam Dunia Tanpa Batas. Jurnal Ilmiah Komunikasi MAKNA, 5(2).
Putra, H.R. (2023). Mantan Aktivis Nilai Citra Gemoy Diciptakan Untuk Tutupi Kejahatan Prabowo. [online] Tempo. Available at: https://nasional.tempo.co/read/1814771/mantan-aktivis-nilai-citra-gemoy-diciptakan-untuk-tutupi-kejahatan-prabowo [Accessed 9 Jun. 2024].
Rahardian, T. (2024). Desak Anies, Prabowo Gemoy, Ganjar Nginap, Mana yang Lebih Populer? [online] Kumparan News. Available at: https://kumparan.com/kumparannews/desak-anies-prabowo-gemoy-ganjar-nginap-mana-yang-lebih-populer-220NERPwoof/2 [Accessed 10 Jun. 2024].
Ritonga, E.Y. (2018). Teori Agenda Setting Dalam Ilmu Komunikasi. JURNAL SIMBOLIKA: Research and Learning in Communication Study, 4(1), p.32. doi:https://doi.org/10.31289/simbollika.v4i1.1460.
Rizky, A.T.J., Harris, E.A. and Soekarno, Z.P. (2023). Analisis Komunikasi Politik Prabowo Subianto Di Media Sosial Menjelang Kontestasi Pemilihan Presiden 2024. Prosiding Seminar Nasional, pp.673–680.
Shabira, F. (2021). Agenda Setting : Eksplorasi Pada Komunikasi Massa. JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial, 1(1). doi:https://doi.org/10.47233/jkomdis.v1i1.5.
Sihabudin, M.M.R., Laila, H.N.A., Kharis, K., Rismayanti and Fatimah, R.S. (2023). ‘GEMOY’ PRABOWO SUBIANTO MELALUI MEDIA DIGITAL. HUMANUS: Jurnal Sosiohumaniora Nusantara, 1(1), pp.146–154.
Sukandar, N.H.T., Firmasnyah, Pamungkas, Y.R.P. and Ginasari, W. (2024). Strategi Komunikasi Paslon Prabowo Gibran dalam Meningkatkan Kesadaran dan Partisipasi Gen Z dan Milenial dalam Pemilu 2024. Jurnal Ekonomi Manajemen dan Akuntansi, 2(1).
Susanto, L. (2024). Efektivitas Joget Gemoy Menghapus Citra ‘Keras’ Prabowo - Analisis Data Katadata. [online] katadata.co.id. Available at: https://katadata.co.id/analisisdata/6597a6768bea0/efektivitas-joget-gemoy-menghapus-citra-keras-prabowo [Accessed 10 Jun. 2024].
Tendengu, T.P. (2021). The Applicability of Agenda Setting Policy Implementation Theory on COVID-19 Lockdown Policy in Southern African Countries. Open Journal of Political Science, 11(03). doi:https://doi.org/10.4236/ojps.2021.113035.
Utama, A. (2024). Pemilu 2024: Mengapa Prabowo-Gibran ‘menang‘ di tengah banyaknya tuduhan isu antidemokrasi? [online] BBC News Indonesia. Available at: https://www.bbc.com/indonesia/articles/c6p9l1y7xglo [Accessed 17 Mar. 2024].
Yolanda, R.S. and Fahrezi, H.B. (2024). Taktik Pemilu 2024: Low Politics Terbalut Citra ‘Gemoy’? [online] WartaEQ | Mengungkap Fakta Lewat Aksara. Available at: https://wartaeq.com/taktik-pemilu-2024-low-politics-terbalut-citra-gemoy/ [Accessed 9 Jun. 2024].
BBC News Indonesia (2023). Pilpres 2024: Mengapa Prabowo Subianto Populer di Kalangan Gen Z? [online] BBC News Indonesia. Available at: https://www.bbc.com/indonesia/articles/cpw2g1q9dneo.
Dian, R. (2023). Profil Prabowo Subianto Lengkap Beserta Karier Politiknya. [online] Narasi Tv. Available at: https://narasi.tv/read/narasi-daily/profil-prabowo-subianto [Accessed 10 Jun. 2024].
Efendi, E., Taufiqurrohman, A., Supriadi, T., Kuswananda, E. and Komunikasi Penyiaran Islam, Universitas Islam Negeri Sumatera Utara (2023). Teori Agenda Setting. Jurnal Pendidikan Tambusai, 7(1).
Farisa, F.C. (2023). Belanja Iklan Pendukung Prabowo di Medsos Rp 8,67 Miliar, Tertinggi Dibanding Pendukung Ganjar dan Anies. [online] KOMPAS.com. Available at: https://nasional.kompas.com/read/2023/11/01/11152311/belanja-iklan-pendukung-prabowo-di-medsos-rp-867-miliar-tertinggi-dibanding#:~:text=Dikutip%20dari%20Kompas.id%20yang [Accessed 10 Jun. 2024].
Fernandes, A., Suryahudaya, E.G. and Okthariza, N. (2023). Pemilih Muda Dalam Pemilihan Umum 2024: Dinamis, Adaptif dan Responsif. [online] Centre for Strategic and International Studies. Available at: https://s3-csis-web.s3.ap-southeast-1.amazonaws.com/doc/Pemilih_Muda_Dalam_Pemilihan_Umum_2024.pdf?download=1.
Hardiantoro, A. and Pratiwi, I.E. (2024). Daftar Partai Koalisi Prabowo-Gibran Usai Ditetapkan Jadi Presiden dan Wakil Presiden Terpilih. [online] KOMPAS.com. Available at: https://www.kompas.com/tren/read/2024/04/24/140000665/daftar-partai-koalisi-prabowo-gibran-usai-ditetapkan-jadi-presiden-dan?page=all [Accessed 9 Jun. 2024].
Kestiyoyuni, H. (2022). Identifikasi Agenda Setting Dalam Produksi Berita Detik.com ‘PSSI Luruskan Tudingan Shin Tae-Yong Soal Tak Booking Lapangan’. Journal of Communication Science and Islamic Da’wah, 6(2), pp.81–92. doi:https://doi.org/10.32832/komunika.v6i2.7973.
Krisdamarjati, Y.A. (2023). Tingginya Belanja Iklan Politik Prabowo dan Golkar di Media Sosial. [online] kompas.id. Available at: https://www.kompas.id/baca/riset/2023/07/03/tingginya-belanja-iklan-politik-prabowo-dan-golkar-di-media-sosial [Accessed 9 Jun. 2024].
Nasionalita, K. (2014). Relevansi Teori Agenda Setting Dalam Dunia Tanpa Batas. Jurnal Ilmiah Komunikasi MAKNA, 5(2).
Putra, H.R. (2023). Mantan Aktivis Nilai Citra Gemoy Diciptakan Untuk Tutupi Kejahatan Prabowo. [online] Tempo. Available at: https://nasional.tempo.co/read/1814771/mantan-aktivis-nilai-citra-gemoy-diciptakan-untuk-tutupi-kejahatan-prabowo [Accessed 9 Jun. 2024].
Rahardian, T. (2024). Desak Anies, Prabowo Gemoy, Ganjar Nginap, Mana yang Lebih Populer? [online] Kumparan News. Available at: https://kumparan.com/kumparannews/desak-anies-prabowo-gemoy-ganjar-nginap-mana-yang-lebih-populer-220NERPwoof/2 [Accessed 10 Jun. 2024].
Ritonga, E.Y. (2018). Teori Agenda Setting Dalam Ilmu Komunikasi. JURNAL SIMBOLIKA: Research and Learning in Communication Study, 4(1), p.32. doi:https://doi.org/10.31289/simbollika.v4i1.1460.
Rizky, A.T.J., Harris, E.A. and Soekarno, Z.P. (2023). Analisis Komunikasi Politik Prabowo Subianto Di Media Sosial Menjelang Kontestasi Pemilihan Presiden 2024. Prosiding Seminar Nasional, pp.673–680.
Shabira, F. (2021). Agenda Setting : Eksplorasi Pada Komunikasi Massa. JKOMDIS : Jurnal Ilmu Komunikasi Dan Media Sosial, 1(1). doi:https://doi.org/10.47233/jkomdis.v1i1.5.
Sihabudin, M.M.R., Laila, H.N.A., Kharis, K., Rismayanti and Fatimah, R.S. (2023). ‘GEMOY’ PRABOWO SUBIANTO MELALUI MEDIA DIGITAL. HUMANUS: Jurnal Sosiohumaniora Nusantara, 1(1), pp.146–154.
Sukandar, N.H.T., Firmasnyah, Pamungkas, Y.R.P. and Ginasari, W. (2024). Strategi Komunikasi Paslon Prabowo Gibran dalam Meningkatkan Kesadaran dan Partisipasi Gen Z dan Milenial dalam Pemilu 2024. Jurnal Ekonomi Manajemen dan Akuntansi, 2(1).
Susanto, L. (2024). Efektivitas Joget Gemoy Menghapus Citra ‘Keras’ Prabowo - Analisis Data Katadata. [online] katadata.co.id. Available at: https://katadata.co.id/analisisdata/6597a6768bea0/efektivitas-joget-gemoy-menghapus-citra-keras-prabowo [Accessed 10 Jun. 2024].
Tendengu, T.P. (2021). The Applicability of Agenda Setting Policy Implementation Theory on COVID-19 Lockdown Policy in Southern African Countries. Open Journal of Political Science, 11(03). doi:https://doi.org/10.4236/ojps.2021.113035.
Utama, A. (2024). Pemilu 2024: Mengapa Prabowo-Gibran ‘menang‘ di tengah banyaknya tuduhan isu antidemokrasi? [online] BBC News Indonesia. Available at: https://www.bbc.com/indonesia/articles/c6p9l1y7xglo [Accessed 17 Mar. 2024].
Yolanda, R.S. and Fahrezi, H.B. (2024). Taktik Pemilu 2024: Low Politics Terbalut Citra ‘Gemoy’? [online] WartaEQ | Mengungkap Fakta Lewat Aksara. Available at: https://wartaeq.com/taktik-pemilu-2024-low-politics-terbalut-citra-gemoy/ [Accessed 9 Jun. 2024].
Published
2024-10-30
Section
Artikel
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a 