ANALYSIS OF THE IMPACK OF SOCIAL MEDIA ON CHANGES IN COMMUNITY INTERACTION PATTERNS IN PEKALONGAN

This research examines the influence of globalization and the development of information technology, especially social media, on changes in the pattern of social interaction in Pekalongan, Indonesia. Pekalongan was chosen as a case study because it has a strong traditional social structure based on kinship and communal, where face-to-face interaction in communal spaces was previously very dominant. With the penetration of the internet and the popularity of social media platforms, there has been a shift in the communication paradigm. Social media facilitates faster and wider communication, efficiency in coordination and mobilization of community activities, and rapid dissemination of information, even allowing the formation of virtual interest-based communities. However, this convenience has the potential to erode the depth of face-to-face interactions, eliminate essential non-verbal nuances, and carry the risk of spreading fake news/hoaxes. In addition, the growth of virtual communities can challenge the cohesion of physical communities, and the “filter bubble” phenomenon has the potential to reduce exposure to a diversity of views. This study concludes that the influence of social media in Pekalongan is complex and multidimensional, bringing new efficiencies and connectivity as well as serious challenges to traditional interaction practices and existing social structures, emphasizing the importance of understanding the interplay between digital technologies and local socio-cultural heritage.