Relevansi Teori Social Learning, Cultivation, Two-Step Flow, Dan Elaboration Likelihood Model Dalam Komunikasi Politik Digital Di Indonesia

Adi Maryanto (Universitas Paramadina)

Buana Komunikasi (Jurnal Penelitian dan Studi Ilmu Komunikasi)
Vol 7 No 2 (2026): August

TikTok has taken Indonesian political communication from broadcast media to an algorithmically curated, short video space. In this paper, we wonder if the Two Step Flow of Communication that relies on the opinion leaders’ role in bridging the gap between media and audiences is still valid there. We use the case of Indonesia’s 2024 election. The study is based on qualitative content analysis within an instrumental case study design, following chains of circulation of political messages, from an original source through aggregator and creator accounts to audiences reached by algorithmic recommendation.Social Learning Theory, Cultivation Theory and Elaboration Likelihood Model are just secondary lenses; In fact, on TikTok opinion leadership is rarely concentrated in a single identifiable person; it is distributed across aggregator accounts, reframing creators, and a recommendation system that extends reach on its own. It’s not exactly a two-step relay, it’s more like a multi-step relay. This study proves the Two Step Flow theory remains relevant for TikTok political message circulation through multi step opinion leadership.