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

Authors

  • Intan Kurmalasari Universitas Islam Negeri Sumatera Utara
  • Naufal Rifqi Nasution Universiti Utara Malaysia
  • Neng Vivie Nurfauziah Rukmi Universitas Islam Negeri Sunan Ampel Surabaya

DOI:

https://doi.org/10.30821/moderateel-siyas.v5i1.30938

Keywords:

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

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.

References

Borneta, F. A., Kurnia, I. G., Setyowati, I., & Sulfihidayatullah, M. (2025).

Potret Pemikiran Enhancing Political Literacy Among Generation-Z Through Social

Media : Evidence from Indonesia ’ s Electoral Commission Instagram Account. 29,

–91.

Couto, P., Almeida, J. M., Understanding, T., Interactions, P., Proceedings, I.,

Trevisan, M., Vassio, L., Drago, I., Torino, P., Murai, F., Figueiredo, F.,

Paula, A., & Almeida, J. M. (2019). Towards Understanding Political

Interactions on Instagram. 247–251.

Creswell, J. (2013). Qualitative Inquiry and Research Desaign, Choosing

Among Five Approaches. In Sustainability (Switzerland) (third, Vol. 11,

Issue

.

SAGE.

http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017

Eng

ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.re

gsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/3

_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_ME

LESTARI

Dwi, A., Bhakti, P., Apriliana, S., & Malim, T. (2023). Framing analysis of

Anies Baswedan as an Indonesian presidential candidate in the sacrificial

cow numbered 024 case. Jurnal Kajian Komunikasi, 11(1), 108–125.

Entman, R. M. (1993). Framing : Toward Clarification of a Fractured Paradigm.

(4).

Ferreira, C. H. G., Murai, F., Silva, A. P. C., & Almeida, J. M. (2021). On the

Dynamics of Political Discussions on Instagram : A Network Perspective.

Gonçalves, I., Quiles, M. G., Mesquita, L., Ceron, W., Clara, M., & Lorena, C.

(2024). Visual political communication on Instagram : a comparative

study

of

Brazilian

presidential

elections.

EPJ

Data

Science.

https://doi.org/10.1140/epjds/s13688-024-00502-0

Haris, A., Asmara, Y., Aksa, D., & Prastyo, A. B. (2024). The Influence of Social

Media Instagram on Generation Z ’ s Political Participation. 21(01), 189–202.

Kustiawan, W., Hasibuan, N., Nurfajaria, D., & Harefa, M. S. (2025).

FRAMING ANALYSIS USING ROBERT ENTMAN’S MODEL IN

NEWS COVERAGE OF SEXUAL VIOLENCE CASES AT THE

STATE ISLAMIC UNIVERSITY OF NORTH SUMATRA ON

ONLINE

MEDIA KOMPAS.COM AND DETIK.COM.

COMMUNICAVTIVE: Jurnal Komunikasi Dan Penyiaran Islam, 6(2), 218

https://journal.bungabangsacirebon.ac.id/index.php/communicative

Lyhne, C. N., Thisted, J., & Bjerrum, M. (2025). Qualitative content analysis

framing the analytical process of inductive content analysis to develop a

sound

study

design.

Quality

and

Quantity,

https://doi.org/10.1007/s11135-025-02220-9

Nasution, N. R., Karom, M. N., Sarbini, A., & Setiawan, A. I. (2025). Framing

Media Terhadap Konflik Keagamaan : Studi Kasus Pemberitaan Penolakan Rumah Ibadah di Kota Bekasi. 4(3),

–588. https://doi.org/10.56113/takuana.v4i3.210

Parmelee, J. H., Perkins, S. C., & Beasley, B. (2023). Personalization of

politicians on Instagram: what Generation Z wants to see in political

posts.

Information,

Communication

& Society, 26(9), 1773–1788.

https://doi.org/10.1080/1369118X.2022.2027500

Samsudin, D. (2019). Understanding the Models of Framing Analyses

Approaches in Media Framing Studies. In Proceedings of the Second

International Conference on Social, Economy, Education, and Humanity

(ICOoSEEH

,

https://doi.org/10.5220/0009159503850389

–389.

Sitompul, E. V., & Anom, E. (2024). Anies Baswedan’S Political

Communication Style on Instagram. Jurnal Konseling Pendidikan Islam, 5(1),

–75. https://doi.org/10.32806/jkpi.v5i1.71

Downloads

Published

2026-01-07

Issue

Vol. 5 No. 1 (2026): Moderate El Siyasi: Jurnal Pemikiran Politik Islam

Section

Articles

License

Authors who publish with this journal agree with the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
  4. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.