Prabowo Subianto: The ‘cuddly grandpa’ with a bloody past.
Once a name that would spook most Indonesians, Prabowo Subianto, the current defense minister, has undergone a surprising image transformation in his bid for the Indonesian presidency.
The fiery ex-special forces commander, known for allegations of human rights abuses and disappearances, has successfully rebranded himself as a ‘cuddly grandpa,’ charming young voters and dominating polls for the upcoming election on February 14.
At 72 years old, Prabowo is seeking to succeed the popular Joko Widodo, promising continuity in stability and economic development.
His rivals, Ganjar Pranowo and Anies Baswedan, both in their 50s, focus on job security, infrastructure, and enhancing Indonesia’s diplomatic role.
However, it’s Prabowo’s unexpected makeover and choice of running mate, Mr. Widodo’s eldest son, Gibran Rakabuming Raka, that have garnered attention.
Despite Prabowo’s popularity, there are concerns about his alleged involvement in the abduction and killing of pro-democracy student activists, a dark chapter in his military career.
Critics argue that his ‘cuddly grandpa’ image should not overshadow serious human rights allegations.
A young voter expressed fear, stating that if Prabowo silenced voices in the past, he might do the same if elected.
IMAGE SOURCE,GETTY IMAGES
Prabowo’s social media campaign has played a pivotal role in shaping his new image. With more than half of Indonesia’s eligible voters belonging to millennials and Gen Z, platforms like Facebook and TikTok have become essential.
Prabowo’s official Facebook and affiliated accounts have outspent rivals in advertising, contributing to the creation of a cartoonish ‘gemoy’ character that softens his image.
Cats, TikTok videos, and a curated Instagram account for his stray cat, Bobby, add to the unconventional charm of Prabowo’s campaign.
Supporters, known as the ‘gemoy squad,’ are drawn to his plans for renewable energy and farming sectors, finding the campaign approachable and fun.
IMAGE SOURCE,GETTY IMAGES
Prabowo’s past attempts at the presidency in 2014 and 2019 faced losses attributed, in part, to his strongman image.
Now, he targets a generation with no memory of his peak during General Suharto’s dictatorship, aiming to be judged on present promises rather than a turbulent past.
Promising to create 19 million new jobs over the next five years, Prabowo seeks to move beyond activist criticisms.
While Prabowo’s campaign denies the human rights allegations, videos depicting sympathy and tears for him have surfaced, raising doubts about genuine support.
As the election approaches, questions linger about the consequences of a potential Prabowo presidency and whether his image transformation will resonate more strongly than his contentious history.”
