The Contestation of the Narratives of "Change" versus "Sustainability" on the Instagram Accounts of Two 2024 Presidential Candidates

Indah Suryawati; Muhammad Ikhwan; Rachmi Kurnia Siregar

doi:10.31000/nyimak.v9i2.14429

The Contestation of the Narratives of "Change" versus "Sustainability" on the Instagram Accounts of Two 2024 Presidential Candidates

Indah Suryawati, Muhammad Ikhwan, Rachmi Kurnia Siregar

Abstract

The implementation of the 2024 Presidential Election cannot be separated from the dynamics of the use of social media as a medium for political communication, and Instagram is one of the social media used to convey political messages to the public. In this study, these political messages are manifested in the form of political narratives that compete with each other on social media. This research aims to (1) analyze the framing of the political narratives of Anies Baswedan and Prabowo Subianto uploaded on their Instagram accounts; and (2) how the ideas behind these political narratives are articulated. A qualitative approach was used in this study and Entman's framing analysis model was used as the method. The research findings reveal a fundamental conflict within the political narratives of Anies Baswedan and Prabowo Subianto. This contestation of political narratives is geared toward strengthening electability and capturing public attention. Prabowo's concept of sustainability demonstrates his desire to continue pro-people programs deemed successful during Jokowi's administration (Jokowinomics), such as various assistance programs for the underprivileged. Unlike Prabowo Subianto, Anies Baswedan emphasized ideas for change, such as eradicating poverty in Indonesia. The final results of the 2024 presidential election demonstrated that the political narrative regarding the need for sustainability successfully led Prabowo to victory.

Keywords: 2024 Presidential Election, Instagram, framing, political narrative, Anies Baswedan, Prabowo Subianto

ABSTRAK

Pelaksanaan Pilpres 2024 tidak dapat terlepas dari dinamika penggunaan media sosial sebagai media komunikasi politik, dan Instagram menjadi salah media sosial yang dimanfaatkan untuk menyampaikan pesan-pesan politik kepada khalayak. Dalam penelitian ini, pesan-pesan politik tersebut mewujud dalam bentuk narasi politik yang kemudian saling berkontestasi satu sama lain di media sosial. Penelitian ini bertujuan (1) menganalisis pembingkaian narasi politik Anies Baswedan dan Prabowo Subianto yang diunggah di akun Instagram keduanya; (2) bagaimana artikulasi ide-ide yang ada di balik narasi politik tersebut. Studi ini menggunakan pendekatan kualitatif serta model analisis framing Entman sebagai metode. Hasil penelitian menunjukkan adanya pertentangan fundamental dalam bingkai narasi politik Anies Baswedan dan Prabowo Subianto. Kontestasi tersebut mengarah pada upaya memperkuat elektabilitas serta merebut perhatian publik. Ide keberlanjutan yang diusung Prabowo menunjukkan keinginan Prabowo melanjutkan program-program pro rakyat yang dinilai berhasil pada era pemerintahan Jokowi (Jokowinomics), misalnya berbagai program bantuan untuk masyarakat pra sejahtera. Berbeda dari Prabowo, Anies Baswedan lebih menonjolkan ide-ide perubahan, misalnya memberantas kemiskinan di Indonesia. Hasil akhir Pilpres 2024 kemudian menunjukkan bahwa narasi politik mengenai perlunya keberlanjutan berhasil mengantarkan Prabowo menuju kemenangan.

Kata Kunci: Pilpres 2024, Instagram, framing, narasi politik, Anies Baswedan, Prabowo Subianto

Full Text:

PDF

References

Aji, W. T. (2025). Makan Bergizi Gratis di Era Prabowo-Gibran: Solusi untuk Rakyat atau Beban Baru? NAAFI: JURNAL ILMIAH MAHASISWA, 1(3), 215-226. https://doi.org/10.62387/naafijurnalilmiahmahasiswa.v2i2.134

Akbar, A. F. (2025). REPRESENTASI CITRA POLITIK ANIES BASWEDAN SEBAGAI CALON PRESIDEN INDONESIA PADA PILPRES 2024 DI TIKTOK (Skripsi, Universitas Islam Negeri Sultan Syarif Kasim Riau). Universitas Islam Negeri Sultan Syarif Kasim Riau. Retrieved from https://repository.uin-suska.ac.id/85886/

Al Izzati, R., Dartanto, T., Suryadarma, D., & Suryahadi, A. (2024). Direct elections and trust in state and political institutions: Evidence from Indonesia's election reform. European Journal of Political Economy, 85, 102572. https://doi.org/10.1016/j.ejpoleco.2024.102572

Ali, C., Purnomo, E. P., & Husein, R. (2024). Media Influence on Political Development: Framing Analysis of Aceh's Poverty Reduction Programs. Nyimak: Journal of Communication, 8(1), 81-102. https://doi.org/10.31000/nyimak.v8i1.9267

Alrizki, D., & Aslinda, C. (2022). Analisis Framing Pemberitaan Indonesia Tidak Lockdown di kompas.com dan detik.com. Journal of Political Communication and Media, 1(01), 24-36.

Amarullah, S. Z., Rizky, L. A., Ramadhan, G., Pratitis, S. T., Rahim, A., Rachmawan, V., & Harmonis. (2025). RETORIKA POLITIK ANIS BASWEDAN DALAM PIDATO KEBANGSAAN MENJELANG PEMILU 2024. Causa: Jurnal Hukum Dan Kewarganegaraan, 15(1), 31-40. https://doi.org/10.6679/nq3tgy51

Apriliyano, C. (2025). Analisis strategi komunikasi politik prabowo gibran dalam melakukan personal Branding pada Pilpres 2024 di Kota Tangerang Selatan (Other, UIN Sunan Gunung Djati Bandung). UIN Sunan Gunung Djati Bandung. https://doi.org/10/DAFTAR%252520PUSTAKA.pdf

Ardana, N., & Matondang, M. A. (2025). Strategi Populisme Ganjar Pranowo di Instagram Melalui Slogan "Tuanku Rakyat Jabatan Cuma Mandat." Jurnal Komunikasi Nusantara, 7(1), 156-166. https://doi.org/10.33366/jkn.v7i1.2441

Arnanda, A. N. (2023). POLITICAL BRANDING AKUN INSTAGRAM @ANIES BASWEDAN DALAM ISU PILPRES INDONESIA 2024. SCIENTIA JOURNAL/ : Jurnal Ilmiah Mahasiswa, 5(4). https://doi.org/10.33884/scientiajournal.v5i4.7544

Atala, A., & Aji, M. P. (2024). Political Analysis Of Prabowo Subianto's Branding Through Instagram Social Media @Prabowo: Case Study Of The 2024 Election Campaign. JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES), 8(3), 806-812. https://doi.org/10.33751/jhss.v8i3.10965

Basit, A., & Nurlukman, A. D. (2023). Smart City dan Perubahan Komunikasi Publik: Tantangan dan Peluang Bagi Pemerintah dan Masyarakat. Avant Garde, 11(2), 224-240. https://doi.org/10.36080/ag.v11i2.2620

Eriyanto. (2012). Analisis Framing: Konstruksi, Ideologi, dan Politik Media. Yogyakarta: LKiS.

Fata, N. A., Jannah, S. R., & Wazis, K. (2025). The Phenomenon of Political Communication in the Era of Social Media Towards Public Polarization After the 2024 Presidential Election in Indonesia. Electronic Journal of Education, Social Economics and Technology, 6(1), 656-662. https://doi.org/10.33122/ejeset.v6i1.450

Fauzi. (2023, November 8). Anies Baswedan jelaskan soal visi "perubahan." Retrieved September 22, 2025, from Antara News website: https://www.antaranews.com/berita/3814137/anies-baswedan-jelaskan-soal-visi-perubahan

Ferreira, C. H. G., Murai, F., Silva, A. P. C., Almeida, J. M., Trevisan, M., Vassio, L., … Drago, I. (2021). On the dynamics of political discussions on Instagram: A network perspective. Online Social Networks and Media, 25, 100155. https://doi.org/10.1016/j.osnem.2021.100155

Firdausi, Z. D., & Djuyandi, Y. (2024). POPULISME DALAM KAMPANYE: ANALISIS PERAN ANIES BASWEDAN DALAM MENINGKATKAN ELEKTABILITAS PARTAI PADA PILPRES 2024. Aliansi/ : Jurnal Politik, Keamanan Dan Hubungan Internasional, 3(1), 39-52. https://doi.org/10.24198/aliansi.v3i1.56108

Gilang Surya Nugraha, N./ : 20107030098. (2024). BRANDING "TUANKU YA RAKYAT JABATAN CUMA MANDAT" GANJAR PRANOWO DI INSTAGRAM DALAM MASA KAMPANYE PEMILU 2024 (ANALISIS SEMIOTIKA ROLAND BARTHES PADA AKUN INSTAGRAM@GANJAR_PRANOWO) (Skripsi, UIN SUNAN KALIJAGA YOGYAKARTA). UIN SUNAN KALIJAGA YOGYAKARTA. Retrieved from https://digilib.uin-suka.ac.id/id/eprint/66598/

Gonzalez, A., Schmuck, D., & Vandenbosch, L. (2024). Posting and framing politics: A content analysis of celebrities', athletes', and influencers' Instagram political content. Information, Communication & Society, 27(8), 1605-1627. https://doi.org/10.1080/1369118X.2023.2285495

Habibi, M. I., & Yuliana, N. (2024). Strategi Komunikasi Retorika Klasik Anies Baswedan Pada Debat Pertama Capres 2024. Sindoro: Cendikia Pendidikan, 5(1), 41-50. https://doi.org/10.9644/sindoro.v5i1.3873

Hafidli, M. N., Sasmita, R. N. D. L., Nurazhari, L., & Putri, N. R. G. (2023). ANALISIS FRAMING MODEL ROBERT ENTMAN TENTANG KASUS KANJURUHAN DI DETIKCOM DAN BBC NEWS. Jurnal Ilmu Sosial, 3(1), 178-183.

Hanifa, A., Debora, C., Hasani, M. F., & Wicaksono, P. (2024). Analyzing Views on Presidential Candidates for Election 2024 Based on the Instagram and X Platforms with Text Clustering. Procedia Computer Science, 245, 730-739. https://doi.org/10.1016/j.procs.2024.10.299

Hapsari, N. E., Fatinova, D., & Ardan, F. (2025). Analisis Komunikasi Persuasif Capres 2024 Dalam Debat KPU (Kajian Retorika Aristoteles). Citizen/ : Jurnal Ilmiah Multidisiplin Indonesia, 5(1), 165-175. https://doi.org/10.53866/jimi.v5i1.652

Hasanah, U., Darussaidah, & Kurniawan, B. (2024). MODALITAS DALAM PIDATO DEKLARASI ANIES BASWEDAN SEBAGAI CALON PRESIDEN PADA PEMILU 2024. Jurnal Media Akademik (JMA), 2(7). https://doi.org/10.62281/v2i7.664

Ikhwan, M. (2024). Ekosistem Media di Era Digital dan Runtuhnya Jurnalisme Berkualitas. Prosiding Seminar Nasional Komunikasi (SENAKOM), 1(1). Retrieved from https://senakom.budiluhur.ac.id/sk/article/view/30

Jun, H. (2024). 2024 Indonesian Presidential Election: How Prabowo Won. Asia-Pacific Review, 31(2), 105-116. https://doi.org/10.1080/13439006.2024.2398375

KPU. (2023). KPU Tetapkan Tiga Pasangan Calon Presiden dan Wakil Presiden Pemilu 2024. Retrieved September 21, 2025, from https://www.kpu.go.id/berita/baca/12081/kpu-tetapkantiga-pasangan-calon-presiden-dan-wakil-presiden-pemilu-2024

Melek, G. (2023). Instagramming the Political Image: Visual Campaigning Strategies of Successful Opposition Candidates in Turkey's 2019 Mayoral Elections. Visual Communication Quarterly, 30(3), 125-139. https://doi.org/10.1080/15551393.2023.2232292

Mietzner, M. (2025). Flirting with Autocracy in Indonesia: Jokowi's Majoritarianism and its Democratic Legacy. Journal of Current Southeast Asian Affairs, 18681034251318053. https://doi.org/10.1177/18681034251318053

Nada, Z. Q., Riyadi, A., Hilmi, A., & Nisa, P. K. (2025). Retorika dan Publisitas Politik: Studi Analisis Pidato Prabowo dan Ganjar di TV Nasional. Triwikrama: Jurnal Ilmu Sosial, 10(5), 51-60. https://doi.org/10.9963/723yfc41

Ningsih, A. W. M. (2024). PERSONAL BRANDING PRABOWO SUBIANTO DI MEDIA SOSIAL INSTAGRAM PADA PEMILIHAN UMUM PRESIDEN TAHUN 2024 - 2029 (ANALISIS SEMIOTIKA PADA AKUN MEDIA SOSIAL INSTAGRAM @PRABOWO) (Universitas Gadjah Mada). Universitas Gadjah Mada. Retrieved from https://etd.repository.ugm.ac.id/penelitian/detail/245529

Olof Larsson, A. (2023). The rise of Instagram as a tool for political communication: A longitudinal study of European political parties and their followers. New Media & Society, 25(10), 2744-2762. https://doi.org/10.1177/14614448211034158

Oschatz, C., Gil-Lopez, T., Paltra, D., Stier, S., & Schultz, T. (2024). Social media posts as source for political news coverage inside and outside election campaigns: Examining effects on deliberative news media quality. Journalism, 25(8), 1638-1656. https://doi.org/10.1177/14648849241231698

Osei Fordjour, N. K. (2025). Picturing Madam Vice President on the Campaign Trail: Instagram Narratives and User Fantasies of Kamala Harris. American Behavioral Scientist, 00027642251341819. https://doi.org/10.1177/00027642251341819

Pangestu, C. (2020). Jokowinomics: A New Developmentalism with Rising Skyscrapers and Sinking Indonesian Civil Rights Liberty. Jurnal Sentris, 1(1), 1-14. https://doi.org/10.26593/sentris.v1i1.4189.1-14

Puspitasari, F. A., & Anggoro, A. D. (2024). Analysis of Public Opinion on The Hashtag #AniesPresidenRI2024 on Social Media Twitter. Nyimak: Journal of Communication, 8(1), 103-122. https://doi.org/10.31000/nyimak.v8i1.9309

Putri, K., Hanifan, H. Z., D, P. R., Habibah, S. Z. N., & Fatkhuri. (2025). Analisis Eksistensi Hashim Sujono Djojohadikusumo Dalam Pemindahan Ibu Kota Negara: Studi Kasus Kepemilikan HPH dan HGB Di Kalimantan Timur. IKRA-ITH HUMANIORA/ : Jurnal Sosial Dan Humaniora, 9(1), 279-295.

Rahmawati, N. A., Prasetyo, S. A., & Ramadhani, M. W. (2024). Memetakan Visi Prabowo Gibran Pada Masa Kampanye Dalam Prespektif Pembangunan: (Analisis Wacana Kritis Visi Dan Misi Prabowo Gibran Dalam Prespektif Moderenisasi). WISSEN/ : Jurnal Ilmu Sosial Dan Humaniora, 2(3), 97-120. https://doi.org/10.62383/wissen.v2i3.176

Rasyada, N. A. (2025). Pembentukan Citra Anies Baswedan oleh Al-Jazeera dalam Pilpres 2024: Analisis Pembingkaian (Universitas Gadjah Mada). Universitas Gadjah Mada. Retrieved from https://etd.repository.ugm.ac.id/penelitian/detail/249583

Saptohutomo, A. P. (2023, December 18). Narasi Ganjar dan PDI-P di Pilpres Dianggap Kurang Tegas Berdampak ke Elektabilitas. Retrieved September 21, 2025, from KOMPAS.com website: https://nasional.kompas.com/read/2023/12/18/12015641/narasi-ganjar-dan-pdi-p-di-pilpres-dianggap-kurang-tegas-berdampak-ke

Saputri, R., Mutiarin, D., & Sukarno, M. (2024). Social Movement on Social Media: #TolakPengesahanRKUHP and #ReformasiDikorupsi. Nyimak: Journal of Communication, 8(1), 21-36. https://doi.org/10.31000/nyimak.v8i1.8754

Setiawan, F., Aulia, R. R. A., & Saleh, R. R. (2024). STRATEGI PUBLISITAS CAPRES ANIES BASWEDAN MELALUI INSTAGRAM PRIBADINYA JELANG PEMILIHAN PRESIDEN 2024. Paradigma POLISTAAT: Jurnal Ilmu Sosial dan Ilmu Politik, 7(2), 50-67.

Sugiyono. (2015). Metode Penelitian Kombinasi. Bandung: Al Husna Zikra.

Sumarto, M., & McCarthy, J. F. (2025). Welfare and democratisation: How electoral politics shape Indonesian social policy and citizen's social rights. Contemporary Politics, 0(0), 1-21. https://doi.org/10.1080/13569775.2025.2502637

Syaftiani, M., Nurmandi, A., Misran, M., & Younus, M. (2024). Transformative Governance: Utilizing Social Media Dynamics to Improve Public Service Implementation in the Digital Age in Indonesia. Nyimak: Journal of Communication, 8(2), 137-156. https://doi.org/10.31000/nyimak.v8i2.10735

Thawley, C., Crystallin, M., & Verico, K. (2024). Towards a Higher Growth Path for Indonesia. Bulletin of Indonesian Economic Studies, 60(3), 247-282. https://doi.org/10.1080/00074918.2024.2432035

Tombeg, L. (2024). Survei Pilpres 2024: Narasi Perubahan Anies vs Melanjutkan versi Prabowo, Siapa Unggul? Retrieved September 22, 2025, from Tribunmanado.co.id website: https://manado.tribunnews.com/2024/01/29/survei-pilpres-2024-narasi-perubahan-anies-vs-melanjutkan-versi-prabowo-siapa-unggul

van Hulst, M., Metze, T., Dewulf, A., de Vries, J., van Bommel, S., & van Ostaijen, M. (2025). Discourse, framing and narrative: Three ways of doing critical, interpretive policy analysis. Critical Policy Studies, 19(1), 74-96. https://doi.org/10.1080/19460171.2024.2326936

Wijanarko, T. O., Agusta, Y. D. B., Hutapea, E. B., Mufti, Z., & Putri, A. K. (2025). Political Branding of Prabowo Subianto in Instagram During the Presidential Campaign in 2024. Journal of Digital Marketing and Communication, 5(1), 34-47. https://doi.org/10.53623/jdmc.v5i1.541

Yahya, M., Syukri, S., Syarif, A., Arni, A., Manggaga, I. P., & Baharuddin, T. (2024). Twitter and Online Trust: Ganjar Pranowo and Anies Baswedan Towards the 2024 Presidential Election. Nyimak: Journal of Communication, 8(1), 1-19. https://doi.org/10.31000/nyimak.v8i1.8730

Zhao, L. L. (2025). The use of social media in political mobilisation: The case of WeChat in New Zealand politics. Australian Journal of Political Science, 60(1), 37-54. https://doi.org/10.1080/10361146.2025.2514191

DOI: http://dx.doi.org/10.31000/nyimak.v9i2.14429