Analysis of the Influence of Social Media on Generation X in Choosing a North Sumatra Governor Candidate
DOI:
https://doi.org/10.59934/jaiea.v5i1.1674Keywords:
Social Media, Generation X, North Sumatra Gubernatorial Election, Sentiment Analysis, Public OpinionAbstract
The dynamics of digital politics, particularly in regional head elections, are heavily influenced by the flow of information on online and social media. This study examines how online content shapes the political perspectives and preferences of Generation X within the context of the North Sumatra gubernatorial election (Pilgub Sumatera Utara), a key voter segment. Using a mixed-methods approach, this research analyzed 414 text entries from online news articles and social media comments, as well as questionnaire data from 117 Gen X respondents. Sentiment analysis revealed that online sentiment was predominantly Neutral (31.62%), followed by Negative (29.91%) and Positive (20.51%). Although Generation X actively uses social media for information (median 4.0), the direct influence of public comments was rated low (median 2.0). "Online articles," however, were found to be the most influential source (41.88%). While their trust in social media information is moderate (median 3.0), Gen X's candidate support preference is clear (61.54%), suggesting that their choices are formed through a critical evaluation of information sources rather than passive consumption. The methodology proved effective in providing comprehensive insights into digital public opinion and the perspective of Generation X.
Downloads
References
R. A. Prasetia, "PENGARUH POLITIK IDENTITAS MELALUI MEDIA SOSIAL TERHADAP GENERASI MILENIAL DAN PELAKSANAAN PEMILU," dalam Conference On Communication and News Media Studies, 2019, p. 21.
B. Arianto, "Salah Kaprah Ihwal Buzzer: Analisis Percakapan Warganet di Media Sosial," JIIP: Jurnal Ilmiah Ilmu Pemerintahan, vol. 5, no. 1.
N. Kadir, "Media Sosial dan Politik Partisipatif : Suatu Kajian Ruang Publik, Demokrasi Bagi Kaum Milenial dan Gen Z," RESIPROKAL: Jurnal Riset Sosiologi Progresif Aktual, vol. 4, no. 2, 2022.
M. Y. Cobis and U. Rusadi, "Sosial Media Sebagai Media Kampanye Partai Politik," Da’watuna: Journal of Communication and Islamic Broadcasting, vol. 3, no. 4, 2023.
R. S. R. A. Kartodinoto, D. Purnomo, and A. W. Utomo, "Analisis Instagram Sebagai Ruang Publik Terhadap Respon Generasi-Z Dalam Kontestasi Pilpres 2024 (Studi Pada Generasi-Z Di Kota Salatiga)," Universitas Kristen Satya Wacana.
D. O. Andriyendi, N. S., and S. F. Dewi, "Media sosial dan pengaruhnya terhadap partisipasi politik pemilih pemula pada Pilkada," Journal of Education, Cultural and Politics, vol. 3, no. 1, 2023.
D. L. Y. Lopulalan, Teori-Teori Komunikasi.
Y. Rusfiana and I. Nurdin, Dinamika Politik Kontemporer. Bandung: Alfabeta, 2017.
S. Anggara, Sistem Politik Indonesia. Bandung: Pustaka Setia, 2013.
F. Fitriyah, Teori dan Praktik Pemilihan Umum di Indonesia. Yogyakarta.
KISP, "PERILAKU MILLENIAL VOTERS DI MEDIA SOSIAL DALAM MERESPON PEMILIHAN UMUM SERENTAK 2019."
Media Culture, "Generasi Yang Cerdas Secara Digital : Bagaimana Gen X Merangkul Teknologi."
R. Y. Hayuningtyas, "Aplikasi Filtering of Spam Email Menggunakan Naïve Bayes."
I. A. Rahma and L. H. Suadaa, "PENERAPAN TEXT AUGMENTATION UNTUK MENGATASI DATA YANG TIDAK SEIMBANG PADA KLASIFIKASI TEKS BERBAHASA INDONESIA."
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Journal of Artificial Intelligence and Engineering Applications (JAIEA)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
