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PERAN MEDIA SOSIAL TIKTOK DALAM PARTISIPASI POLITIK GENERASI Z DI KABUPATEN KENDAL DALAM PEMILU 2024
Abstract
TikTok has emerged as a political communication platform with the potential to influence Generation Z’s political awareness and participation during the 2024 General Election. This study aims to examine the role of TikTok in shaping political awareness and encouraging political participation among Generation Z in Kendal Regency. A descriptive-analytical qualitative approach was employed using purposive sampling. Data were collected through semi-structured interviews, digital observation, documentation, and literature review, and analyzed using Braun and Clarke’s thematic analysis. The findings reveal that TikTok enhances Generation Z’s access to political information, interest, and political awareness; however, digital engagement has not fully translated into offline political participation. From the perspectives of Almond and Verba, TikTok primarily strengthens cognitive and affective orientations, while McLuhan’s perspective suggests that the characteristics of the medium shape how Generation Z understands politics. Therefore, TikTok functions primarily as a gateway to political awareness rather than a direct driver of substantive political participation.
ABSTRAK
TikTok berkembang menjadi media komunikasi politik yang berpotensi memengaruhi kesadaran dan partisipasi politik Generasi Z pada Pemilu 2024. Penelitian ini bertujuan menganalisis peran TikTok dalam membentuk kesadaran politik serta mendorong partisipasi politik Generasi Z di Kabupaten Kendal. Penelitian menggunakan pendekatan kualitatif deskriptif-analitis dengan teknik purposive sampling. Data dikumpulkan melalui wawancara semi-terstruktur, observasi digital, dokumentasi, dan studi pustaka, kemudian dianalisis menggunakan analisis tematik Braun dan Clarke. Hasil penelitian menunjukkan bahwa TikTok meningkatkan akses informasi, ketertarikan, dan kesadaran politik Generasi Z, tetapi keterlibatan digital belum sepenuhnya berkembang menjadi partisipasi politik offline. Perspektif Almond dan Verba menunjukkan bahwa TikTok lebih dominan membentuk orientasi kognitif dan afektif, sedangkan perspektif McLuhan menegaskan bahwa karakter media memengaruhi cara Generasi Z memahami politik. Dengan demikian, TikTok lebih berperan sebagai pintu masuk kesadaran politik daripada pendorong langsung partisipasi politik substantif.
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DOI: https://doi.org/10.59818/jps.v5i2.3180
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