PERSEPSI GENERASI Z DALAM PENGGUNAAN MEDIA SOSIAL INSTAGRAM SEBAGAI SARANA INFORMASI DAN EDUKASI TERKAIT ISU LINGKUNGAN (Studi Pada Pengikut Akun Media Sosial Instagram @Greenpeaceid)

M. GERRY GIANNOLA: 202010040311074 - COMMUNICATION SCIENCE - FACULTY OF SOCIAL AND POLITICAL SCIENCES - MUHAMMADIYAH UNIVERSITY OF MALANG
PERCEPTION OF GENERATION Z IN THE USE OF INSTAGRAM SOCIAL MEDIA AS A MEANS OF INFORMATION AND EDUCATION REGARDING ENVIRONMENTAL ISSUES (Study on Followers of the Instagram Social Media Account @Greenpeaceid)
Number of Pages - 72, Number of References - 22
In this modern technological era, individuals and the public can easily seek, receive, and even provide information through social media without having to meet directly at the same place or time. This research aims to understand how Generation Z followers of the Instagram social media account @greenpeaceid perceive the use of Instagram social media for searching news, information, and environmental education. Generation Z, whose population dominates, consists of individuals born between 1997-2012 domestically. In terms of searching for and obtaining news, information, and education, they are more interested in and prefer receiving quick, accurate, and creative news that can help them comprehend the content being conveyed.
This study adopts a qualitative descriptive approach. Data collection was conducted through in-depth interviews and observation, using purposive sampling to select informants. Based on the results of this research, the researcher can conclude that the S-O-R (Stimulus-Organism-Response) Perception Theory, often used in communication psychology, aims to understand how individuals respond to environmental stimuli and their past experiences. Using the S-O-R theory, which supports the formation of perception through indicators (Stimulation, Organization, Interpretation-evaluation, Memory, Recall) across five subjects. From the data analysis results, the researcher conducted interview result compilation, grouped informant responses according to themes (reduction), presented data, and drew conclusions.
The results of this study indicate that the subjects have retained the knowledge and information they obtained from the Instagram social media account @greenpeaceid. Therefore, the indicators present in this perception play an essential role in influencing the subjects, making it easy for them to express their perceptions regarding the Instagram social media account's provision of news, information, and education about environmental issues by @greenpeaceid.