GENERASI Z DALAM PEMILU: POLA BERMEDIA GENERASI Z DALAM PENCARIAN INFORMASI POLITIK
Abstract
ABSTRAK
Generasi Z merupakan salah satu generasi yang disasar pada Pemilu 2024. Salah satu agenda penyelenggara pemilu adalah melakukan pendidikan politik bagi pemilih Generasi Z. Penelitian sebelumnya memberikan gambaran tentang preferensi partai politik Generasi Z namun belum ada penelitian yang memberikan gambaran luas tentang pola bermedia Generasi Z khususnya dalam pencarian informasi seputar kepemiluan. Penelitian ini memberikan gambaran pola bermedia Generasi Z dalam pencarian informasi politik dan pemilu. Tujuan dari penelitian ini agar penyelenggara maupun partai politik peserta pemilu mendapatkan gambaran pola bermedia Generasi Z sehingga pemilihan media dan pengemasan informasi menjadi tepat sasaran. Dengan pendekatan kuantitatif dan kualitatif, penelitian ini menggunakan metode survei dengan total responden sebanyak 802 Generasi Z. Data kuantitatif ini kemudian disempurnakan dengan wawancara mendalam sebanyak 19 Generasi Z. Hasil penelitian menunjukkan bahwa meski tidak menjadi preferensi utama, generasi ini tetap mengakses informasi seputar politik. Media sosial menjadi tempat utama mereka mencari informasi politik. Konsumsi informasi seputar politik sifatnya insidental dan rentang perhatian hanya 8 detik. Meski rentang perhatian singkat, Generasi Z menganggap serius nilai seperti keaslian, reputasi, dan kredibilitas. Temuan ini menjadi masukan agar penyelenggara dan peserta dapat mengemas informasi seputar politik dan kepemiluan dengan ringan, mengedukasi, menghibur dan tentunya memiliki visual yang menarik.
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