Nurturing Political Engagement: Political Communication Strategies for Generation Z in the Lead-up to the 2024 Election in West Java
DOI:
https://doi.org/10.26740/jsm.v7n2.p370-388Kata Kunci:
gen-z, repressive political communication, strategy, election 2024Abstrak
Presiden Joko Widodo menyatakan di tahun 2045 mendatang generasi Z akan mengubah wajah politik Indonesia. Pernyataan presiden tersebut perlu diperjelas, ke arah mana dan dengan strategi komunikasi seperti apa perubahan wajah politik yang dibebankan pada Gen-Z ini akan dicapai. Jika ingin mengarahkan potensi Gen-Z ke arah perubahan yang lebih baik bagi masa depan Indonesia, maka sejak sekarang diperlukan upaya untuk merumuskan model komunikasi yang memadai dan sesuai dengan karakteristik Gen-Z. Dalam konteks Pemilu, memastikan pemilih Gen-Z memiliki pengetahuan dan kesadaran politik adalah ugas utama parpol dan KPU. Tujuan penelitian ini untuk mengelaborasi strategi komunikasi politik bagi generasi Z dalam menghadapi Pemilu 2024. Data pada studi deskriptif ini dikumpulkan melalui kuesioner dan wawancara mendalam terhadap para tokoh Partai Politik dan KPU daerah di wilayah Jawa Barat. Hasil riset menunjukan Gen-Z Jabar adalah pengguna media sosial yang aktif, waktu yang mereka habiskan setiap hari rata-rata di atas empat jam (46,2%), dengan pilihan empat besar platform, Whatsapp (94,2%), Instagram (89,7%), Youtube (69,9%), Tiktok (66,7%) dan Facebook (44,8%). Dari data ini, nampaknya KPU juga Parpol dapat mengintensifkan sosialisasinya melalui platform media sosial pilihan para Gen-Z ini. Temuan riset lainnya, bahwa kendati masih terjadi kesenjangan antara kebutuhan Gen-Z Jabar untuk mendapatkan pendidikan pemilih dengan kapasitas KPU daerah dan Partai Politik dalam memenuhi kebutuhan tersebut, tetapi hampir 80% Gen-Z di Jawa Barat menyatakan akan menggunakan hak suaranya pada pemilu 2024 nanti. Selain itu, diperlukan SDM KPU dan Parpol yang memiliki keterampilan khusus semacam Content Creative, mengingat pembuatan Podcast, Meme dan Humor politik bukan suatu hal yang mudah, tapi tidak berarti mustahil dilakukan. KPU dan Parpol juga sebaiknya dapat memberi akses lebih lebar untuk para Gen-Z terlibat lebih aktif dalam proses pemilu.
Kata Kunci: Gen-Z, Pendidikan Pemilih, Komunikasi Politik, Komunikasi Pemerintah, Strategi, Pemilu 2024.
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