Pamungkas, Oki (2025) Pengaruh Kampanye Politik dan Media Sosial Terhadap Orientasi Politik Generasi Z dalam Pemilu 2024 (Studi Deskriptif dalam Organisasi Untirta Movement Community). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study analyzes the impact of political campaigns and social media on Generation Z's political orientation in the 2024 General Election. The variables include political campaigns (X1), social media (X2), and political orientation (Y). Political campaigns are assessed through political rhetoric, agitation, and propaganda, while social media focuses on filter bubbles and echo chambers. Political orientation is measured across cognitive, affective, and evaluative dimensions. Using a quantitative, descriptive approach, the study finds that political campaigns positively influence all dimensions of political orientation. Political rhetoric enhances cognitive orientation, agitation affects affective orientation, and propaganda strengthens evaluative orientation. Social media also influences political orientation, with filter bubbles narrowing cognitive orientation by limiting diverse information and echo chambers reinforcing affective orientation by amplifying homogeneous views. The combination of political campaigns and social media significantly impacts political orientation. Social media accelerates campaign message dissemination but, through the interaction of filter bubbles and propaganda, may deepen political polarization and weaken critical evaluation. In conclusion, political campaigns and social media play pivotal roles in shaping Generation Z's political orientation.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis pengaruh kampanye politik dan media sosial terhadap orientasi politik Generasi Z dalam konteks Pemilu 2024. Variabel yang diteliti meliputi kampanye politik (X1), media sosial (X2), dan orientasi politik (Y). Kampanye politik diukur melalui indikator retorika politik, agitasi politik, dan propaganda politik, sedangkan media sosial dianalisis berdasarkan mekanisme filter bubble dan echo chamber. Orientasi politik diukur melalui dimensi orientasi kognitif, afektif, dan evaluatif. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Hasil penelitian menunjukkan bahwa kampanye politik memiliki pengaruh positif terhadap semua dimensi orientasi politik. Retorika politik meningkatkan orientasi kognitif, agitasi politik memengaruhi orientasi afektif, dan propaganda politik memperkuat orientasi evaluatif. Media sosial juga memengaruhi orientasi politik, di mana filter bubble mempersempit orientasi kognitif dengan membatasi diversitas informasi, sedangkan echo chamber memperkuat orientasi afektif melalui penguatan pandangan homogen. Kombinasi antara kampanye politik dan media sosial memberikan pengaruh signifikan terhadap orientasi politik secara keseluruhan. Media sosial menjadi alat distribusi utama yang mempercepat penyebaran pesan kampanye, tetapi interaksi antara filter bubble dan propaganda dapat memperburuk polarisasi politik, mengurangi kemampuan evaluasi kritis. Kesimpulannya, baik kampanye politik maupun media sosial memiliki peran yang signifikan dalam membentuk orientasi politik Generasi Z. | |||||||||
| Uncontrolled Keywords: | Political Campaigns, Social Media, Political Orientation, Gen Z, Elections Kampanye Politik, Media Sosial, Orientasi Politik, Gen Z, Pemilu | |||||||||
| Subjects: | J Political Science > JQ Political institutions Asia | |||||||||
| Divisions: | 02-Fakultas Keguruan dan Ilmu Pendidikan > 87205-Jurusan Pendidikan Pancasila dan Kewarganegaraan 02-Fakultas Keguruan dan Ilmu Pendidikan |
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| Depositing User: | Oki Pamungkas | |||||||||
| Date Deposited: | 23 May 2025 09:20 | |||||||||
| Last Modified: | 23 May 2025 09:20 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48974 |
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