The research focuses on exploring the concept of "gemoy" as a political gimmick in the 2024 Indonesian presidential campaign of Prabowo Subianto. It investigates how this term is strategically used in the campaign's communication to influence public perception and voter behavior. The hypothesis posits that the term "gemoy" serves as an emotional and cultural trigger, designed to generate positive sentiments and support for Subianto, while potentially diverting attention from substantive political discourse. The theoretical framework integrates semiotic analysis, drawing on Charles Saunders Peirce's and Roland Barthes' theories. Peirce's model is employed to understand the components of signs (icon, index, symbol) used in the campaign, while Barthes’ concepts of denotation and connotation help explore the deeper cultural meanings of "gemoy".The methodological approach used was qualitative, which involved a detailed semiotic analysis of the campaign's video advertisements showing the use of "gemoy". Findings reveal that "gemoy" is employed not merely as a term of endearment but strategically to frame Subianto in a light-hearted, approachable manner, which contrasts with the more typical, formal portrayal of political figures in Indonesia. This framing is identified as serving dual purposes: enhancing Subianto's relatability and deflecting critical scrutiny of his political agenda. The term effectively mobilizes emotional resonance and nostalgic affection, which may increase voter engagement and support in the short term. However, the study argues that such strategies, while beneficial for electoral gain, might undermine the democratic process by prioritizing emotional engagement over informed debate on policy and governance issues.

Authors:
Albertus Fani Prasetyawan, Universitas Gadjah Mada, Indonesia
Wisnu Martha Adiputra, Universitas Gadjah Mada, Indonesia
Primadita Dian Putri Irnanda, Universitas Gadjah Mada, Indonesia

About the Presenter(s)
Albertus Fani Prasetyawan is a master's student in the department of communication science at the faculty of social and political science, Universitas Gadjah Mada, Indonesia.

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