Analisis Framing dalam Strategi Komunikasi Politik Kandidat di Media Sosial TikTok dan Media Massa BangkaPos.com pada Pilkada Ulang Kota Pangkalpinang dan Kabupaten Bangka Tahun 2025

The victory of the blank ballot option in the 2024 regional elections in Pangkalpinang City and Bangka Regency marked the beginning of the 2025 re-election. This event requires candidates to rebuild public trust through effective political communication strategies. This study aims to analyze the political communication strategies of the Saparudin-Dessy Ayutrisna and Fery Insani-Syahbudin pairs using Robert N. Entman’s framing analysis perspective on the social media platform TikTok and the mass media outlet BangkaPos.com, as well as to identify their implications for public voting behavior. This study employs a qualitative approach using Robert N. Entman’s framing analysis method, which encompasses defining problems, diagnosing causes, making moral judgments, and providing treatment recommendations. The findings reveal that the Saparudin-Dessy pair constructs political framing through narratives of cultural diversity, local identity, inter-ethnic unity, and community welfare programs. Meanwhile, the Fery Insani-Syahbudin ticket built its narrative through a religious approach, interethnic tolerance, closeness to the community, and the strengthening of the local economy. The research findings also indicate that the political communication strategies developed by both candidate tickets influence voters’ behavior through sociological, psychological, and rational approaches. Social media and mass media serve as arenas for the construction of political messages that candidates use as political communication strategies to build legitimacy and gain public trust in the 2025 re-election contest.