THE INFLUENCE OF POLITICAL CONTENT FRAMING ON INSTAGRAM TOWARD GENERATION Z POLITICAL PREFERENCES: A STUDY OF ANIES BASWEDAN'S INSTAGRAM ACCOUNT

Intan Kurmalasari, Naufal Rifqi Nasution, Neng Vivie Nurfauziah Rukmi

Abstract


This study examines the influence of political content framing on Instagram toward Generation Z political preferences through a study of Anies Baswedan’s Instagram account. The increasing use of social media in political communication has transformed how young audiences access and interpret political information. However, limited studies specifically investigate how political framing on Instagram shapes political preferences among Generation Z in Indonesia. Therefore, this study aims to analyze political content framing and its influence on political preferences among young audiences. This study employed a qualitative approach using Robert Entman’s framing theory consisting of Define Problems, Diagnose Causes, Make Moral Judgment, and Treatment Recommendation. Data were collected through content analysis of selected Instagram posts and interviews with Generation Z participants. The findings indicate that Instagram content frequently emphasized leadership representation, social values, community engagement, and humanitarian narratives. Furthermore, leadership image, political trust, emotional connection, and information accessibility were identified as important factors influencing political preferences. The study concludes that Instagram functions not only as a communication platform but also as a medium shaping political perceptions and preference formation among Generation Z.

Keywords


Political Framing; Instagram; Generation Z; Political Preferences; Social Media

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DOI: http://dx.doi.org/10.30821/moderateel-siyas.v5i1.30938

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