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Amalia, Nadia
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Analysis of @xproject.id’s TikTok political communication strategies via the SOSTAC model Sukarelawati; Amalia, Nadia
Jurnal Studi Komunikasi Vol. 10 No. 1 (2026)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v10i1.11106

Abstract

The rapid development of social media, particularly TikTok, has significantly transformed the patterns of political communication among young people in Indonesia. TikTok is no longer merely an entertainment platform; it has evolved into a new digital public sphere for the dissemination of political messages and civic education. This study analysed the educational political communication strategy based on the SOSTAC Model as implemented by the TikTok account @Xproject.id in enhancing the political literacy of Generation Z in the City of Bogor. This research employed a qualitative approach with a case study design, focusing on the planning, implementation, and evaluation of digital communication strategies. Data were collected through digital observation of @Xproject.id’s TikTok content, in-depth interviews with the principal communicator and the account management team, as well as interviews with Generation Z audiences in Bogor as message recipients. The study involved ten informants, consisting of one principal communicator, three members of the content management team, and six Generation Z followers who actively engage with the account. Data were analysed thematically with reference to the six elements of the SOSTAC Model: Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. The findings indicate that the SOSTAC-based communication strategy implemented by @Xproject.id is effective in enhancing both engagement and political understanding among Generation Z in Bogor. This effectiveness is supported by the use of reflective content relevant to local issues, informal language aligned with youth communication styles, simple and accessible visuals, and intensive two-way interaction through comments and creator responses. The audience demonstrated increased awareness of local policy issues, greater participation in online political discussions, and a growing interest in seeking further political information. These findings suggest that a community-based TikTok account can function as an effective local digital public sphere for youth political education, provided that it is supported by systematic, contextual, and literacy-oriented communication planning.
Co-Authors Abdullah, Hanan Halim Ain Hajawiyah Aji Santoso Al-mufid , Muhammad Dzakwan Alfin Zulfa, Agra Ali Alamsyah Kusumadinata Aminullah, Bima Anam, Muhammad Wildan Khoirul Anugerah, Rizky Ariski, Nur Auliah Arivianti, Anisyah Azahro, Eneng Fatimah Barra, Ling Bramastya, Arya Budiarti, Rizqi Putri Nourma Cannafaro, Francisco Cinta, Nur Elnovani Lusiana Fadilah, Ibnu Fadillah, M. Faisal Akbar Nasution Fauzi Mukhtar, Ahmad Rafi Fitria, Maria Ginung Pratidina Hardi, Bintang Badriansyah Harjanto, Atta Putra Hasan, Daffa Aulia Hastuti, Arti Hermanto, Salsabilla Princess Hindarto, Djarot Indah Nurmala Sari, Indah Nurmala Indallaila Joshua, Wang Khamila, Gadizka Azzahra Endah Khoiroon, Daffa Lailiyah, Nilna Muna Maria Fitriah Moch. Sahri Mujiyanto, Rachmat Nurlela, Raden Siti Nursafa, Alsya Nurwati Nuryadi, Duvi Pratama Oktavian, Tubagus Reza Prstyo, Bimo Eka Pudjaswara, Ryan Aditya Robby Firliandoko Rumardani , Alya Santoso, Raihan Fadhilah saputra, egi adi Serlin serang Silvia Ningsih Suhardi, Muhamad Sukarelawati Sukarelawati, Sukarelawati Swarna , Muhamad Fauzi Syahbni , Muhammad Rafli Tine Silvana R Umar, Sabrina Mubarak Wahyudin, Cecep Wardhani, Armania Putri Wiratama, Gio Wulan, Dita Sri Yusa, Naufal