Viral Content and Social Change in Rural Communities
DOI:
https://doi.org/10.26740/jsm.v9n2.p551-577Kata Kunci:
Viral content, social values, rural communities, social media influence, ethicsAbstrak
Penelitian ini bertujuan untuk mengeksplorasi dampak konten viral terhadap pergeseran nilai sosial di antara penduduk pedesaan, dengan tekanan proses interaksi sosial yang dipicu oleh konten tersebut. Konten viral, yang cenderung menarik perhatian lebih cepat, sering kali mengandung perilaku tidak etis yang dapat menjadi norma baru yang diterima oleh masyarakat. Berbagai segmen populasi, termasuk ibu rumah tangga, karyawan, dan kaum muda, menunjukkan respons yang beragam, mulai dari inspirasi positif hingga kekhawatiran akan pengaruh negatif dari konten tersebut. Selain itu, transisi yang nyata dari kolektivisme ke individualisme diamati, yang berujung pada berkurangnya perhatian terhadap pertimbangan etika dalam produksi konten. Pengamatan menunjukkan bahwa interaksi antargenerasi juga mempengaruhi, dengan generasi muda mengadopsi nilai-nilai baru yang sering kali bertentangan dengan norma-norma tradisional. Studi ini mengungkapkan perlunya inisiatif yang bertujuan untuk meningkatkan literasi media dan menciptakan ekosistem media sosial yang lebih etis untuk memastikan adanya nilai-nilai sosial yang positif di masyarakat pedesaan.
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