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.

Having gained significant support from Gen Z, Prabowo’s next challenge lies in securing votes from Gen X (aged 42-55) and Baby Boomers (aged 56-76). Evidently targeting these demographics, he has allocated a substantial budget for political advertising on Facebook, where a majority of Gen X and Baby Boomers are active users.

According to Meta Ad Library Report, Prabowo’s estimated advertising expenditure on Facebook from the last 90 days amounts to more than Rp 2 billion (US$131,990), which is obtained from the keywords “Prabowo” and “Bakti Untuk Rakyat”.

Second, body language, diction and tone during speeches. In the 2019 presidential election, Prabowo’s campaign team consisted of military figures like former president Susilo Bambang Yudhoyono and former Indonesian Military (TNI) commander Djoko Santoso, which undeniably contributed to a strong military image associated with Prabowo’s campaigns.

During a rally in Sleman, Yogyakarta, in 2019, Prabowo demonstrated a table-slapping action accompanied by enthusiastic shouting. Similarly, in his speech during the Labor Day Commemoration at Gelora Bung Karno in May 2014, he portrayed himself as a revolutionary figure.

In contrast to the past, he is now shaping his image as a fatherly figure and a seasoned leader who inspires the younger generation. This new image was evident in his speech at the Gerindra Party function on July 9, where he appeared composed and even extended praise to Jokowi, while delivering positive messages to his party members. In a recent interview with Najwa Shihab, Prabowo also expressed admiration for President Jokowi’s accomplishments during his tenure in office.

Third, relations with the mass media. During the 2014 and 2019 presidential elections, Prabowo was perceived as being at odds with the press. For instance, on the Commemoration of International Disability Day on Nov. 5, 2018, he expressed his distrust for the mainstream media. In 2014, as a presidential candidate, Prabowo confronted several TV journalists. He reprimanded them and called for fair treatment, as he believed he was often portrayed negatively without adhering to the facts.

During the 2019 election, Prabowo’s camp attempted to boycott Metro TV station. In his letter, head of Prabowo’s campaign team Djoko Santoso said the reason behind the boycott was the belief that Metro TV lacked objectivity in its coverage.

Now Prabowo is taking a different approach. On June 18, he welcomed the editors-in-chief of more than 30 national media outlets to his residence in Bogor, West Java, for a discussion on the current developments.

There has been a significant shift in Prabowo's attitude, as he has transitioned from being closed off to the press to now being open and embracing them. This transformation is bound to have a substantial impact on Prabowo's image as he gears up for the 2024 presidential race.

The role of the media is undeniably crucial, serving as a massive source of information for the public. Notably, it possesses the power to shape the framing of a candidate’s image, thereby significantly influencing the preferences of voters in the upcoming election.

Lastly, Prabowo’s close association with Jokowi. One thing that is also evident is the profound influence of Jokowi on Prabowo. This influence becomes apparent in several interviews, where Prabowo consistently discusses and praises President Jokowi's performance. On the other hand, Jokowi, being a leader who enjoys a high level of public trust, frequently signals his support for Prabowo.

By continuing this trajectory and maintaining a strong bond with Jokowi, Prabowo significantly enhances his chances of winning. Now, the crucial task at hand is to select a vice-presidential candidate, as this factor will be of utmost importance to voters in their decision-making process.

The change in Prabowo's image, from being temperamental to exhibiting a calmer demeanor, raises questions about whether it reflects his true nature or if it is merely a candidate-branding strategy for the election.

Upon further observation, these two aspects are interconnected. It is evident that Prabowo's background as a seasoned military soldier, with years of military education, influenced his campaigning style in the past. Nonetheless, it is essential to recognize that as a politician, he must also adapt to specific circumstances, particularly during electoral campaigns.

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The writer is a research assistant at the Department of Politics and Social Change, Centre for Strategic and International Studies (CSIS), Jakarta.