Pangandaran, February 2, 2025 — A student from the Library and Information Science (PSI) Study Program at the Faculty of Communication Sciences (FIKOM), Universitas Padjadjaran (UNPAD), has completed a study highlighting the shifting patterns of political communication among young people. The case study, titled “Political Communication through Social Media in Gen Z’s Political Communication during the 2024 Pangandaran Regent Election,” explores how Gen Z utilizes social media and the resulting political communication model.
The research was led by Dalfa Amalia, a PSI FIKOM UNPAD student, under the guidance of lecturers Evie Ariadne Shinta Dewi and Samson CMS. The background is the significant change in political communication patterns, which are now highly dependent on social media, especially among Generation Z—a group that is largely composed of first-time voters and is deeply connected to the digital world.
Using a qualitative research method and a case study approach, the research aimed to understand three key aspects: the role of social media for Gen Z in Pangandaran during the 2024 Regent Election, their reasons for choosing social media as their primary information source, and the political communication model that emerges from their interactions. Data were collected through in-depth interviews, observation, and documentation to gain a comprehensive picture.
The research findings show that social media plays a multifunctional role for Gen Z. It serves not only as a primary information source but also as a political socialization agent, an interactive and easily accessible medium, and an important tool for designing political communication strategies. Flexibility, ease of access, and the diversity of information are the main reasons why Gen Z chooses social media.
The most significant finding of this study is the formation of a transactional political communication model among Gen Z. This model indicates that political interaction on social media is no longer one-way but a reciprocal process where Gen Z not only receives information but also actively participates, interacts, and even influences the evolving political narrative.
This scholarly publication provides important insights for politicians, activists, and academics on how to effectively interact with young voters. Additionally, the research contributes to the achievement of Sustainable Development Goals (SDGs) number 4 (Quality Education) and number 16 (Peace, Justice, and Strong Institutions), by emphasizing the importance of informed and inclusive political participation.
The article has been published in KOMVERSAL: Jurnal Komunikasi Universal. The findings are tangible proof that social media has fundamentally changed the landscape of political communication, positioning Gen Z as active and influential actors. It is hoped that this study can serve as a guide to understanding and bridging the communication gap between politicians and the future generation of voters.
The publication results can be accessed via the following link: http://media.unpad.ac.id/files/publikasi/2025/rpm_20250209160531_4197.pdf
Writers: Ridha Amalia, Nadziva Shaqeena, and Muhammad Ihsan Fauzul haq
