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Pamungkas, Oki
Universitas Sultan Ageng Tirtayasa
Humanities Education Social Sciences Other

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THE INFLUENCE OF POLITICAL CAMPAIGNS AND SOCIAL MEDIA ON THE POLITICAL ORIENTATION OF GENERATION Z IN THE 2024 ELECTION Pamungkas, Oki
UNTIRTA CIVIC EDUCATION JOURNAL Vol 9, No 1 (2024)
Publisher : Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30870/ucej.v9i1.31026

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.Keywords: Political Campaigns, Social Media, Political Orientation, Gen Z, Elections
Pengaruh Kampanye Politik Dan Media Sosial Terhadap Orientasi Politik Generasi Z Dalam Pemilu 2024 Pamungkas, Oki; Damanhuri, Damanhuri
UNTIRTA CIVIC EDUCATION JOURNAL Vol 9, No 1 (2024)
Publisher : Universitas Sultan Ageng Tirtayasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30870/ucej.v9i1.31656

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.
Co-Authors Damanhuri, Damanhuri