Strategi Komunikasi Politik Politisi Sherly Tjoanda melalui Akun Sherly Tjoanda di TikTok dalam Upaya Meningkatkan Partisipasi Politik Generasi Z

Abstract

This study aims to analyze Sherly Tjoanda's political communication strategy via her TikTok account, @sherlytjoanda, in an effort to boost political participation among Generation Z. The study employs a qualitative, descriptive approach. Data were gathered through observation and documentation of ten TikTok content pieces selected based on their relevance to the research focus. The data were then analyzed through the stages of data reduction, data presentation, and conclusion drawing and verification. The results indicate that Sherly Tjoanda’s political communication strategy relies on delivering informative, educational, and persuasive messages by addressing issues close to the public's daily lives such as education, the fishing and agricultural sectors, infrastructure, the environment, and housing. Messages are packaged using simple, concise, and communicative language alongside visuals, making them easily understood by social media users, particularly Generation Z. The use of TikTok features including short videos, captions, hashtags, music, comments, likes, and sharing functions facilitates message dissemination and opens avenues for audience interaction. This strategy is reinforced by documenting on-the-ground activities, which fosters a sense of closeness between the politician and the public. Audience responses manifested through likes, comments, and content saves indicate digital engagement, although such engagement cannot serve as sole evidence of a shift in political attitudes. Overall, TikTok serves as a political communication space that supports the dissemination of public information while creating opportunities for Generation Z to learn about, respond to, and participate in political issues digitally.