IMAGE, IDENTITY, AND GENDER: THE SELF-CONSTRUCTION OF INDONESIAN FEMALE POLITICIANS ON INSTAGRAM

Abstract

This study explores the construction of identity and image among female politicians in Indonesia through the use of Instagram. With the development of information and communication technology, social media has become a strategic tool for building image, especially in a male-dominated political context. The purpose of this study is to analyze the communication strategies employed by female politicians before and after the 2024 election. Using a qualitative approach and case studies, this research analyzes Instagram posts from figures such as Khofifah Indar Parawansa, Sherly Tjoanda Laos, Ratna Machmud, and Astrid Widayani. The results of the study show that female politicians utilize gender stereotypes in communicating with voters while adapting their self-image to societal expectations. This study emphasizes the importance of social media in shaping political narratives and increasing public engagement, as well as how female politicians can challenge stereotypes and inspire future generations to participate in the political process.