PERAN MEDIA SOSIAL DALAM MENINGKATKAN PARTISIPASI GENERASI Z DI PEDESAAN PADA PEMILU TAHUN 2024 SUATU STUDI DI DESA SUNGAI ANA KECAMATAN SINTANG

Abstract

This research investigates the role of social media in increasing the political participation of
Generation Z in rural areas, especially Sungai Ana Village, Sintang District during the 2024 General
Election. Using a mixed methods approach, this research combines a literature review, survey, in-depth
interviews, social media content analysis, and observation participatory to collect comprehensive data.
These findings reveal that social media platforms such as Instagram, TikTok, and WhatsApp are very
important for increasing political awareness among Generation Z users in Sungai Ana Village, Sintang
District. About 91% of respondents rely on social media as their main source of political information, and
admit that these platforms help them better understand political issues and candidates. These findings
highlight the need for increased media literacy and critical thinking skills to combat the spread of fake news.
The study concludes with recommendations for policymakers and stakeholders, emphasizing the importance
of improving internet infrastructure in rural areas, promoting educational campaigns on media literacy,
and fostering collaboration between governments, educational institutions, and social media platforms to
develop effective political education initiatives. By overcoming these challenges and harnessing the
potential of social media, Generation Z's political engagement in rural areas, especially in Sungai Ana
Village, can be significantly increased, resulting in more active and informed participation in the
democratic process