TEMA KAMPANYE PASANGAN CALON PRESIDEN 2024 (Analisis Isi Pada Feed Instagram @prabowo.gibran.2 Pada Masa Kampanye 2024)

In the 2024 presidential election, social media played a significant role in digital campaigning, particularly Instagram, which is widely used by Generation Z and millennial voters as the dominant voting group. This condition encouraged political candidates to utilize Instagram as a medium to disseminate political campaign messages. This study aims to examine the extent to which the campaign content of the Prabowo–Gibran candidate pair aligned with the debate themes set by the Indonesian General Elections Commission (KPU) during the periods before and after each debate. The objective of this research is to analyze the compatibility between the campaign agenda carried out by the candidate pair and the agenda of the KPU debates.
This study applies agenda-setting theory, which explains how media and political actors influence the focus of public issues. Agenda setting is not linear but emerges from interactions among media agendas, public agendas, and political actor agendas. Content analysis was selected as the approach by classifying campaign posts according to the debate themes established by the KPU. Through this approach, the study seeks to explain the dynamics of political communication in the digital sphere, particularly on Instagram during the 2024 presidential campaign period.
This research employs a descriptive quantitative approach using content analysis. The unit of analysis consists of posts on the official Instagram account of the Prabowo–Gibran candidate pair (@prabowogibran.2) during the campaign period, which were categorized into the KPU debate themes. Data were collected through documentation, and data validity was tested using intra-coder reliability with two coders.
The results indicate that the campaign posts did not always focus on the ongoing debate themes but were distributed across various themes according to the candidate’s message dissemination strategy. These findings affirm that the campaign agenda does not fully follow the debate agenda but rather highlights selected priority issues. Therefore, the campaign team does not solely follow the media agenda—in this case, the KPU—but the candidates, as political actors, also possess their own agenda. These findings support the agenda-setting perspective that political actors play an active role in framing issues, rather than merely following the media agenda.