THE ROLE OF SOCIAL MEDIA IN INCREASING RURAL GENERATION Z PARTICIPATION IN THE 2024 ELECTIONS : A STUDY IN SUNGAI ANA VILLAGE, SINTANG DISTRICT

This research investigates the role of social media in increasing the political participation of Generation Z in rural areas, especially Sungai Ana Village, Sintang District during the 2024 General Election. Using a mixed methods approach, this research combines a literature review, survey, in-depth interviews, social media content analysis, and observation participatory to collect comprehensive data. These findings reveal that social media platforms such as Instagram, TikTok, and WhatsApp are very important for increasing political awareness among Generation Z users in Sungai Ana Village, Sintang District. About 91% of respondents rely on social media as their main source of political information, and admit that these platforms help them better understand political issues and candidates. These findings highlight the need for increased media literacy and critical thinking skills to combat the spread of fake news. The study concludes with recommendations for policymakers and stakeholders, emphasizing the importance of improving internet infrastructure in rural areas, promoting educational campaigns on media literacy, and fostering collaboration between governments, educational institutions, and social media platforms to develop effective political education initiatives. By overcoming these challenges and harnessing the potential of social media, Generation Z's political engagement in rural areas, especially in Sungai Ana Village, can be significantly increased, resulting in more active and informed participation in the democratic process