The Image of Prabowo Gibran on Television

Abstract

This study aims to analyze how the framing  of news coverage by Kompas TV, iNews, and Metro TV shapes the political image of the Prabowo Subianto and Gibran Rakabuming Raka pair during the 2024 presidential election campaign, as well as how this framing  influences the voting preferences of millennials and Gen Z. Millennials and Gen Z are the dominant voter groups in the 2024 presidential election, with distinct political characteristics and preferences, making them a strategic target in media construction. This study employs a qualitative approach using the framing  analysis model by Pan and Kosicki, which includes syntactic structure, script, thematic, and rhetorical elements.The selection of these three media outlets is based on their differing framing  in shaping the political image of the Prabowo–Gibran pair. Kompas TV tends to present news in a neutral and informative manner, while Metro TV emphasizes symbolic representation and patriotic narratives. iNews TV is more dominant in presenting an emotional approach and closeness to the public through visual ization and repetition of messages. These framing  elements can significantly influence public perception of the image and electability of the Prabowo–Gibran presidential and vice-presidential candidate pair.This study is expected to produce an integrative conceptual model from the combination of theories used as a theoretical contribution, where these theories are able to explain the relationship between media framing  patterns, political image construction, and electability reduction in the context of modern electoral contests. These findings are expected to emphasize that the mass media not only convey information but also play an active role in shaping political reality in the digital age.