Five months into the 2024 elections, all three presumptive presidential candidates are carefully contemplating their respective strategies to secure votes. Aware of the formidable challenges ahead, they are diligently crafting their messages, images and policies, seeking to resonate with diverse segments of the electorate.

Prabowo Subianto specifically has been observed deliberately altering his image from previous elections, observable through his social media persona, body language, diction and tone during speeches, relations with the mass media, and his close association with President Joko “Jokowi” Widodo.

The book Visual Political Communication by Anastasia Veneti et al, highlights the inherent visual dimension in politics, especially in today’s era of information overload, where television and internet access are widespread. In this context, images and visuals have become more potent in capturing public attention than ever before.

Samuel Popkin's “The Reasoning Voter” theory suggests that the average citizen can be easily manipulated. Consequently, candidates may find it more effective to focus on the performative and visual aspects of their campaign communications, rather than delving too deeply into complex political appointments, to gain public support.

Every online post and social media content, alongside body language, tone of voice, facial expression and other factors that shape a candidate’s image, can be subject to multiple interpretations by the public. Therefore, how candidates present themselves visually plays a significant role in shaping public perception and garnering support.

As the 2024 presidential race nears, Prabowo’s image is undergoing a transformation.

First, his social media persona. The defense minister appears to be adjusting his approach to young voters, such as adjusting the preferences of posts close to young people through minimalism and aesthetics. The former Army general also often shows a gentle figure of himself that lets go of his military identity, such as posts in which he wears a white Gerindra hoodie that looks fresher and younger and photos with the saranghaeyo finger pose. Branding by the Gerindra Party on Twitter, replying to comments and giveaway content closer to young people are among the reasons why he gets more attention from young people than other candidates.

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