Rebranding Gerindra: Strategies of Political Discourse and Millennial Engagement on Twitter

Abstract

Twitter has emerged as a key platform for political parties to campaign and communicate their agendas. This study adopts a descriptive qualitative approach to examine how the Gerindra Party rebranded itself on Twitter. Utilizing Roger Fowler's discourse analysis theory, the study examines the changes in linguistic style, particularly in lexical and grammatical aspects, employed by the Gerindra Party. The findings reveal a strategic shift from a formal and rigid language style to a more relaxed and engaging tone. This transformation is evident in the way the party communicates political information about Prabowo Subianto, aiming to connect more effectively with the millennial generation. The study analyzes tweets from the @Gerindra account, demonstrating that this shift in language style is a deliberate rebranding effort. The findings suggest that the adoption of a casual and approachable discourse has become a key element of Gerindra's strategy to enhance its political appeal and engagement on social media.