<![CDATA[This study aims to analyze the influence of experimental approaches in mass media content on changes in audience attitudes, especially generation Z. The study used a true experiment method with three designs: Pretest-Posttest Control Group Design, Posttest-Only Control Group Design, and Solomon Four Group Design. The sample consisted of 120 audiences divided using Simple Random Sampling, Stratified Sampling, and Cluster Sampling techniques. Data analysis used t-test, ANOVA, and ANCOVA. The results showed that the experimental approach in mass media significantly influenced changes in audience attitudes towards educational content. Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh pendekatan eksperimental dalam konten media massa terhadap perubahan sikap audiens, khususnya generasi Z. Penelitian menggunakan metode eksperimen sejati (true experiment) dengan tiga desain: Pretest-Posttest Control Group Design, Posttest-Only Control Group Design, dan Solomon Four Group Design. Sampel berjumlah 120 audiens yang dibagi menggunakan teknik Simple Random Sampling, Stratified Sampling, dan Cluster Sampling. Analisis data menggunakan uji t-test, ANOVA, dan ANCOVA. Hasil penelitian menunjukkan bahwa pendekatan eksperimental pada media massa secara signifikan mempengaruhi perubahan sikap audiens terhadap konten edukatif.]]>
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