PANDANGAN PARTAI POLITIK TERHADAP MEDIA SOSIAL SEBAGAI SALAH SATU ALAT KOMUNIKASI POLITIK UNTUK MENDEKATI PEMILIH MUDA (GEN Y DAN Z): STUDI KASUS PDI-P DAN PSI

Abstract

This study focuses on how political parties, PDI-P and PSI, view social media as a channel of political
communication to reach the voters, especially the millennials and Z generations. PDI-P become the obvious object
of the study since they won the 2019 election, while PSI sit on the bottom six in the same election. This study used
a qualitative approach, and analyzed its data in descriptive method. This study discovered that both parties have
different opinions in viewing social media as a channel of political communication. PDI-P tends to use social
media as a tool in party branding (one-way communication), while PSI apply social media further as a medium
for dialogue with the public (two-way communication). Another difference came from these parties’ views on the
consumption behavior pattern of information media from young voters (millennials and Z), which are internetbased. Such differences affect the form of political messages conveyed by each party