JurnalPost.com -- The development of digital technology has brought major changes to society, including how people learn about, understand, and engage with politics. While political information was previously obtained mostly through newspapers, television, or face-to-face discussion forums, social media has now become a primary space for the younger generation to follow various political issues.
For Generation Z, who grew up alongside the internet, political information is easily found through short videos on TikTok, Instagram posts, and debates on the X platform. Political content is no longer always delivered through formal speeches or lengthy discussions, but is instead packaged as entertainment, humor, and digital trends that are close to everyday life.
This shift is closely related to the phenomenon of the attention economy , a condition where user attention becomes a valuable commodity competed for within the digital ecosystem. In a political context, the success of communication is measured not only by how well ideas are conveyed, but also by the number of views, likes, comments, and how widely a piece of content is shared.
This situation presents a new challenge for democracy. When digital popularity becomes the metric for successful political communication, there is a concern that appearance and the ability to attract attention are prioritized over the quality of the ideas offered to the public.
This phenomenon can be described as gimmick democracy, a tendency in political communication that emphasizes image, symbols, humor, and entertainment elements over in-depth discussions of programs or public issues.
In practice, the use of political gimmicks is not always negative. Light and entertaining content can be an effective way to introduce political issues to young people who were previously uninterested. Simple language also helps reduce the impression that politics is something complex and only understood by certain groups.
However, problems arise when the entertainment packaging dominates over substance. Political figures who are adept at following social media trends can gain significant attention, while discussions regarding education policy, employment, the environment, and public welfare receive insufficient space.
In reality, these issues have a direct impact on the future of the younger generation. Opportunities for employment after graduation, rising living costs, the quality of public services, and personal data protection are all issues that require serious understanding and consideration.
In political science studies, Miriam Budiardjo, in her book Fundamentals of Political Science , discusses the importance of public participation in political life. This participation is not only related to exercising the right to vote, but also to the involvement of citizens in various political processes that affect collective life.
This perspective is relevant when linked to the behavior of young voters in the digital age. Political participation should not stop at following a particular figure's account, liking posts, or sharing viral content. More than that, the public needs to understand the ideas, policies, and consequences of the political decisions being made.
One of the biggest challenges in building this understanding is how social media algorithms work. Various digital platforms tend to display content based on user interaction patterns and interests. As a result, content that invites emotional reactions, debate, or entertainment is more likely to gain widespread attention.
This condition can influence how the public evaluates a political figure. Someone might be considered appealing because they have a relaxed communication style, can create a humorous atmosphere, or frequently appear in popular content. However, such popularity does not necessarily reflect an ability to understand societal issues or formulate appropriate policies.
This is where the rationality of young voters is tested. When political information arrives quickly and continuously, social media users are required to distinguish between messages that merely attract attention and information that truly provides understanding.
Emotional closeness to a political figure is certainly natural. However, that closeness must be balanced with an assessment of their track record, consistency of stance, leadership ability, and the feasibility of the programs offered.
Therefore, improving political and digital literacy is a critical necessity. The younger generation needs the ability to verify information, understand the context of a statement, recognize forms of opinion manipulation, and compare various sources before drawing conclusions.
Political literacy is also not enough if it only involves knowing the names of state institutions, understanding the election process, or recognizing government figures. A deeper political understanding includes the ability to analyze public issues, evaluate government policies, and understand how political decisions can affect people's lives.
These efforts can start in the immediate environment, such as on campus, in student organizations, communities, and public discussion forums. These spaces can be utilized to discuss political issues openly by prioritizing argumentation, data, and mutual respect.
Students, for example, can build a habit of discussing issues of education, employment, the environment, and economic policy based on verifiable information. In this way, political views are not formed solely from video clips or opinions that appear repeatedly on social media feeds.
On the other hand, political actors also have a responsibility to provide higher-quality communication. The use of social media should not only aim to build an image and increase popularity, but also serve as a means to explain programs, provide accountability, and open spaces for dialogue with the public.
Creative political content is still necessary because it can reach a wider segment of society. However, creativity should be used to simplify issues without stripping away their substance, rather than merely creating an attractive impression unsupported by clear ideas.
The development of digital democracy ultimately demands a balance between the ability to attract attention and the quality of the information conveyed. Social media can open up broader opportunities for political participation, but it also carries risks if the public becomes too dependent on popularity and momentary assessments.
The younger generation plays an important role in determining the direction of this development. As a group that actively uses digital technology, young people are not just targets of political communication, but can also act as supervisors, critics, and drivers of healthier public discourse.
A critical attitude does not mean rejecting all forms of political entertainment. Enjoying light content is normal as long as it is not the sole basis for evaluating figures or determining political choices.
What is far more important is building the habit of asking questions, fact-checking, understanding issues, and considering the impact of a policy before taking a stance.
Ultimately, the quality of democracy cannot be determined solely by how lively political conversations are on social media. A healthy democracy requires a society capable of independent thinking, respecting differences of opinion, and making decisions based on reasonable considerations.
Amidst the strong influence of the attention economy, the biggest challenge for young voters is not just avoiding political gimmicks, but ensuring that digital popularity does not replace the assessment of leadership quality and public policy.
Democracy should not stop at who attracts the most attention on screen, but who is capable of presenting ideas and real solutions for the lives of the people.
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