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DIGITAL NATIVES AND DIGITAL CHOICES: AN ANALYSIS OF ONLINE MEDIA’S INFLUENCE ON GEN-Z’S POLITICAL PREFERENCES IN THE 2024 NORTH SUMATRA GUBERNATORIAL ELECTION

Adi Pia, Elly Warnisyah, Aminuddin Aminuddin

Abstract


This study examines the contribution of online media to the political preferences of Generation Z (Gen-Z) in the 2024 North Sumatra Gubernatorial Election. Unlike previous generations, Gen-Z, as digital natives, exhibits patterns of political information consumption centered on visual and interactive digital platforms. Employing a qualitative methodology that incorporated questionnaires administered to 102 respondents and in-depth interviews with 25 participants, this study analyzes the formation process of Gen-Z’s political perceptions. The findings indicate that the Uses and Gratifications Theory is relevant in explaining the dominance of platforms such as TikTok and Instagram, which fulfill Gen-Z’s needs for edutainment and social interaction. Their process of political perception formation is strongly influenced by strategic Framing and political branding. Another key finding is the emergence of a hybrid participation model, where digital engagement triggers discussions in traditional social spaces. Gen-Z also demonstrates characteristics of Critical Digital Citizenship, exhibiting a critical stance toward disinformation and demanding data-driven content. This research provides theoretical contributions to the dynamics of digital political socialization and offers practical guidance for designing effective campaign strategies targeting young voters.

Keywords


Generation Z, Online Media, 2024 North Sumatra Gubernatorial Election, Political Branding, Digital Citizenship.

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DOI: 10.33751/jhss.v9i2.12620

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