PERILAKU KONSUMTIF GENERASI Z PADA MEDIA SOSIAL DALAM HEGEMONI BUDAYA POPULER (Studi Kasus : pada Generasi Z Kota Malang)

This study aims to analyze the social media consumptive behavior of GEN Z in the hegemony of popular culture using a qualitative approach research method with a case study research type. This study also uses the theory of Technological Rationality, Hyperreality and Hegemony. Data collection was carried out using in-depth interviews, observations, documentation and document/archive studies. The location of this study was in Malang City with 6 GEN Z subjects. The results of the study found that GEN Z 's social media consumer behavior in the hegemony of popular culture is characterized by the use of social media for 10-18 hours per day. The social media used are Instagram, Whatsapp, Tik - Tok, which are the most accessed, with a variety of content accessed, the use of social media by GEN Z to spend free time, the use of social media only to follow trends, build personal branding, addiction to visual content and advertising, and the impact of social media consumer behavior is a decrease in the quality of social relationships in real life.