Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential Election
Instagram has become a crucial platform for political communication, allowing candidates to connect with voters through visual content and interactions. This study examines the Instagram activity of six candidates in Indonesia’s 2024 Presidential Election—three presidential and three vice-presidenti...
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Universitas Islam Negeri Sunan Kalijaga Yogyakarta
2025-06-01
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| Series: | Profetik |
| Online Access: | https://ejournal.uin-suka.ac.id/isoshum/profetik/article/view/3350 |
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| author | Frizki Yulianti Nurnisya Mohd Faizal Kasmani |
| author_facet | Frizki Yulianti Nurnisya Mohd Faizal Kasmani |
| author_sort | Frizki Yulianti Nurnisya |
| collection | DOAJ |
| description | Instagram has become a crucial platform for political communication, allowing candidates to connect with voters through visual content and interactions. This study examines the Instagram activity of six candidates in Indonesia’s 2024 Presidential Election—three presidential and three vice-presidential candidates—using content analysis to assess their campaign strategies, audience engagement, and public sentiment. The findings indicate significant variations in social media usage among the candidates. Notably, @prabowo and @gibran_rakabuming posted the least but achieved the highest engagement, suggesting that factors beyond posting frequency—such as algorithmic reach, supporter enthusiasm, and external political dynamics—played a crucial role in visibility and interaction. However, despite high engagement levels, public sentiment toward these candidates on Instagram was predominantly negative, highlighting the complex nature of digital influence. This study underscores Instagram’s dual role as both a mobilization tool and a contested space for political discourse, revealing how the interplay between engagement metrics, sentiment trends, and strategic content choices shapes political narratives in Indonesia’s evolving digital democracy. |
| format | Article |
| id | doaj-art-4e8cfd202eb745acbc9b8d7eb25e9a43 |
| institution | Kabale University |
| issn | 1979-2522 2549-0168 |
| language | Indonesian |
| publishDate | 2025-06-01 |
| publisher | Universitas Islam Negeri Sunan Kalijaga Yogyakarta |
| record_format | Article |
| series | Profetik |
| spelling | doaj-art-4e8cfd202eb745acbc9b8d7eb25e9a432025-08-20T04:00:51ZindUniversitas Islam Negeri Sunan Kalijaga YogyakartaProfetik1979-25222549-01682025-06-0118110.14421/pjk.v18i1.33502007Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential ElectionFrizki Yulianti Nurnisya0Mohd Faizal Kasmani1Universitas Muhammadiyah YogyakartaUniversitas Sains Islam MalaysiaInstagram has become a crucial platform for political communication, allowing candidates to connect with voters through visual content and interactions. This study examines the Instagram activity of six candidates in Indonesia’s 2024 Presidential Election—three presidential and three vice-presidential candidates—using content analysis to assess their campaign strategies, audience engagement, and public sentiment. The findings indicate significant variations in social media usage among the candidates. Notably, @prabowo and @gibran_rakabuming posted the least but achieved the highest engagement, suggesting that factors beyond posting frequency—such as algorithmic reach, supporter enthusiasm, and external political dynamics—played a crucial role in visibility and interaction. However, despite high engagement levels, public sentiment toward these candidates on Instagram was predominantly negative, highlighting the complex nature of digital influence. This study underscores Instagram’s dual role as both a mobilization tool and a contested space for political discourse, revealing how the interplay between engagement metrics, sentiment trends, and strategic content choices shapes political narratives in Indonesia’s evolving digital democracy.https://ejournal.uin-suka.ac.id/isoshum/profetik/article/view/3350 |
| spellingShingle | Frizki Yulianti Nurnisya Mohd Faizal Kasmani Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential Election Profetik |
| title | Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential Election |
| title_full | Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential Election |
| title_fullStr | Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential Election |
| title_full_unstemmed | Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential Election |
| title_short | Framing Political Identity on Instagram: Personal Branding and Public Engagement in the 2024 Indonesian Presidential Election |
| title_sort | framing political identity on instagram personal branding and public engagement in the 2024 indonesian presidential election |
| url | https://ejournal.uin-suka.ac.id/isoshum/profetik/article/view/3350 |
| work_keys_str_mv | AT frizkiyuliantinurnisya framingpoliticalidentityoninstagrampersonalbrandingandpublicengagementinthe2024indonesianpresidentialelection AT mohdfaizalkasmani framingpoliticalidentityoninstagrampersonalbrandingandpublicengagementinthe2024indonesianpresidentialelection |