<![CDATA[This study was conducted to examine the phenomena of phubbing and hyperreality among Generation Z in Banda Aceh, a region with a strong collectivist and religious cultural background. Phubbing, defined as the act of ignoring direct social interactions in favor of engaging with digital devices, was analyzed through the lens of Jean Baudrillard’s theory of hyperreality, which describes the collapse of boundaries between the real and the simulated in postmodern society. A qualitative phenomenological approach was employed to investigate the subjective experiences of individuals aged 18–25. Data were collected through semi-structured in-depth interviews, limited field observations in various social settings (e.g., campuses, cafés, libraries, sports areas, and public spaces), and documentation (field notes and recorded interviews). The data were analyzed using phenomenological thematic analysis and primary data triangulation. The findings revealed that phubbing and hyperreality reflected a significant shift from authentic social reality to a digitally constructed one. Interpersonal relationships and identity formations were increasingly mediated by simulation, including curated social media content and the pursuit of digital validation. These changes were found to contribute to the erosion of face-to-face communication, social alienation, identity disorientation, and the normalization of antisocial behavior. Additionally, fluid and alternative identities were formed through digital self-representations rather than through traditional social interaction. Within Banda Aceh’s collectivist cultural context, the emergence of phubbing among Generation Z indicated a value conflict between traditional norms of direct engagement and the virtual connectivity offered by digital culture. These findings underscore the need for critical digital literacy, intergenerational dialogue, and the development of balanced digital engagement practices to support healthier social realities for young people in culturally rooted societies. Abstrak Penelitian ini dilakukan untuk mengkaji fenomena phubbing dan hiperrealitas di kalangan Generasi Z di Kota Banda Aceh, sebuah wilayah yang dikenal memiliki latar budaya kolektif dan religius yang kuat. Phubbing adalah perilaku yang mengabaikan interaksi sosial langsung demi keterlibatan dengan perangkat digital. Penelitian ini dianalisis menggunakan teori hiperrealitas Jean Baudrillard yang menggambarkan kaburnya batas antara kenyataan dan simulasi dalam masyarakat postmodern. Pendekatan kualitatif fenomenologis digunakan untuk menggali pengalaman subjektif individu berusia 18–25 tahun. Data dikumpulkan melalui wawancara mendalam semi-terstruktur, observasi terbatas di berbagai ruang interaksi sosial (seperti kampus, kafe, perpustakaan, lapangan olahraga, dan ruang publik lainnya), serta dokumentasi berupa catatan lapangan dan rekaman wawancara. Analisis data dilakukan dengan pendekatan tematik fenomenologis dan triangulasi data primer. Hasil penelitian menunjukkan bahwa phubbing dan hiperrealitas mencerminkan pergeseran dari realitas sosial yang otentik menuju realitas yang dikonstruksi secara digital. Relasi sosial dan pembentukan identitas semakin dimediasi oleh simulasi, seperti citra yang dikurasi di media sosial dan pencarian validasi digital. Kondisi ini berdampak pada penurunan kualitas komunikasi tatap muka, alienasi sosial, disorientasi identitas, serta normalisasi perilaku asosial. Selain itu, ditemukan terbentuknya identitas alternatif yang cair, yang lebih dibangun melalui representasi digital daripada proses interaksi sosial secara langsung. Dalam konteks budaya kolektif Banda Aceh, munculnya fenomena phubbing di kalangan Generasi Z mencerminkan adanya benturan nilai antara norma interaksi langsung dengan konektivitas virtual yang ditawarkan budaya digital. Temuan ini menekankan pentingnya literasi digital yang kritis, dialog antar generasi, serta pengembangan praktik keterlibatan digital yang seimbang guna mendukung kehidupan sosial yang lebih sehat bagi generasi muda di masyarakat berbasis budaya.]]>
