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Journal : Edunity: Kajian Ilmu Sosial dan Pendidikan

Political Communication Strategies In The Digital Era For Generation Z Voters Alifatunnisa, Hana; Azzhahra, Maullidha; Nurfalah, Farida
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 3 No. 11 (2024): Edunity: Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v3i11.309

Abstract

The development of the digital era has changed political communication strategies, especially in reaching Generation Z voters. Social media such as Instagram, Facebook and TikTok have become the main platforms for delivering political messages. The purpose of this study is to analyze Generation Z's views on political communication strategies carried out by politicians in the digital era, as well as identify the effectiveness of social media platforms in attracting the attention of young voters. This research uses a qualitative method with data collection techniques through observation and interviews with six informants from Generation Z who have the right to vote. The analysis was conducted by categorizing the data into relevant themes. The results showed that political communication strategies using social media succeeded in attracting Generation Z's attention. Interesting political messaging and visual content are effective in increasing young voters' interest. The informants revealed that casual and familiar language, as well as the use of humor in political content, greatly influenced their engagement. Social media not only facilitates access to political information, but also enables direct interaction between politicians and voters. However, challenges such as the spread of fake news and the need for critical skills in assessing information are significant barriers for Generation Z. Political communication strategies that utilize social media are very effective for attracting Generation Z. However, efforts need to be made to ensure the accuracy of information and build critical skills in assessing news, so that Generation Z can participate informally in the political process.
The Role of Global Ambassador and Brand Ambassador for Indonesian and Malaysian Youth Nurfalah, Farida; Nuruzzaman, M.; Khumayah, Siti; Sulintang, Rhevallino Daneztha; Yunos, Mohd Naufal Bin
Edunity Kajian Ilmu Sosial dan Pendidikan Vol. 3 No. 12 (2024): Edunity: Social and Educational Studies
Publisher : PT Publikasiku Academic Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57096/edunity.v3i12.356

Abstract

The growing digital era, the role of influencer marketing has become one of the most effective marketing strategies and one of the important aspects in influencer marketing is the involvement of Global Ambassadors and Brand Ambassadors. This study aims to explore the implementation of the role of Global Ambassadors and Brand Ambassadors for Young People in Indonesia and Malaysia. The research methodology was carried out through the first stage, namely observation, development and use of the theory of global ambassadors and brand ambassadors ranging from providing testimonials, providing encouragement and reinforcement (Endorsement), acting as actors in the advertising topics they represent. The second stage is to test the theory through interviews to get feedback, visual representations, and problem-solving creativity that can identify opportunities that exist and be applied in business. The results of this study show that Global ambassadors play a major role for Indonesian and Malaysian youth, especially in shaping their lifestyle image and identity, encouraging consumption of international products, and shaping global trends. However, young people retain local cultural values that influence their perception of products and brands.
Co-Authors Abdul Jalil Hermawan Abdul Jalil Hermawan, Abdul Jalil Afiati Lasmiandari, Fatin Aghnia Dian Lestari Agustin, Nophiani Alhamdany, Moch Rizky Alifatunnisa, Hana Alpin Ashary Muzhaffar Amalia, Bintang Amalia, Tria Andriany, Dian Anjani, Lulu Millati Anuggerah, Muhamad Ardan Atas Cahyadi, Widiartha Aulia Rahmah Aviantineke, Vradnya Paramitha Ayuningtyas, Saras Azzhahra, Maullidha Banaty, Tri Brajadenta, Gara Calista Zahra, Shalma Chairul Ardiansyah Desi Permatasari Dewi, Anindita Nirmala Dewi, Meliyana Wati Dian Lestari, Aghnia Elisa, Nur Fahruz, Fahruz Fatmawati, Nizhaamul Febriyana, Dhea Finanda, Siska Virgina Forrer, Christine Gaol, Rico Yohanes Lumban Haliza, Sabina Nur Hamzah, Padilah Hanaya, Dinda Hape, Virnica Amanda heriyani agustina, heriyani Hery Nariyah Hudaya, Alfilo Gian Rachmat Ibnu Hiban Gymnastiar Ifrohh, Iif Al Ilham, Muhammad Irsyaddu Inanah Inanah, Inanah Iskandar Zulkarnaen Jaelani, Hilmi Jalil Hermawan, Abdul Khotimah, Ima Khusnul Komalasari Komalasari Lanandie, Wisnu Lasmiandari, Fatin Afiati Lili Yani Mahmudah Mahmudah Majdiyyah, Hamidah Malik, Nugraha Abdul Maulina, Hana Merdeka, Gilang Meta Yuniar, Meta Mukarto Siswoyo nia kurniasih Noviana, Wina Nugraha, Alvine Septian Nugraha Septian Nugraha, Raffi Febriansyah Nurhana Dhea Parlina Nurlatifah, Putri Indah Nurruzzaman Nursari, Tita Nuruzzaman, M. Nyoman Intan, Desak Oktaviani, Anggeliqua Oktoviani, Lia Prapikasari, Putri Pratama Rachmanto, Aditya Prayoga, Jemmy Purwanto, Alif Irsa Putra, Ersya Gustika Putri, Dwi Rahma Putri, Faradita Sari Eka Qonaah, Isma Rafiadi, Arrest Bupala Rahayu, Herlinda Rahmat Hidayat Rahmawati, Ilfa Husnia Regita, Rena Rhaisa, Esa Astrid Rifka Noviani Santika Rosyidudin, Eki Safila Dayarani, Dwi Saleha Rodiah Salsabilla, Ghina Santika, Rifka Noviani Sapitri, Dea Refani Satyawijaya, Erick Sazudda, Hanna Nur Sendi Ziharani, Pipit Senoputra, Dimas Aditya Siraj, Nurudin Siti Aisah Siti Khumayah Sofiani, Anantri Putri Sri Wulandari Subagja, Resa Sudrajat, Anazia Suhendar, Farhan Alfadhil Sulintang, Rhevallino Daneztha Susanne Dida Sutarjo Sutarjo, Moh SUTRISNO Suwitno, Bangbang Syahfirna, Talia Wahyuningtyas, Novi Kusuma Welly Wihayati, Welly Widiyana, Dini Wiken Kurniawati, Wiken Yuniar Yunos, Mohd Naufal Bin Yushita, Tiara Putri Zahra, Tineziany Zianisya, Salwa Rahma