Prabowo Subianto personal branding analysis via Instagram

Academic research from Universitas Islam Negeri Ar-Raniry analyzes the personal branding of Prabowo Subianto during the 2024 presidential election campaign via the Instagram account @prabowo.gibran2. The study examines how social media is utilized to reach younger voters, specifically Millennials and Generation Z.

The analysis indicates a strategic shift in image through visual elements and lighter messaging. Prabowo is presented not only as a firm military figure but also as a warm and approachable individual, utilizing 3D animations, mascots, and a baby blue color palette. The content highlights his experience as Minister of Defense and specific programs, such as the free lunch and milk program, while emphasizing values of nationalism, social care, and unity.