PENGARUH UJARAN KEBENCIAN DALAM AKUN INSTAGRAM LAMBE TURAH TERHADAP ETIKA BERKOMENTAR GEN Z

Prasetya, Debbi (2023) PENGARUH UJARAN KEBENCIAN DALAM AKUN INSTAGRAM LAMBE TURAH TERHADAP ETIKA BERKOMENTAR GEN Z. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Akun Instagram @lambe_turah merupakan akun gosip terbesar sehingga dapat memicu perseteruan hingga melahirkan ujaran kebencian. Generasi Z yang dinilai aktif dan berani mengutarakan pendapatnya untuk meninggalkan komentar dengan bahasa yang kasar dan tidak pantas. Dampak negatif yaitu turunnya etika media sosial yang menimbulkan pengaruh buruk dari perkembangan teknologi. Tujuan penelitian untuk mengetahui bagaimana pengaruh ujaran kebencian dalam akun Instagram Lambe Turah terhadap etika berkomentar khususnya pada generasi Z. Teori yang digunakan yaitu teori etika komunikasi. Metode yang digunakan yaitu kuantitatif dengan pendekatan komparatif. Hasil penelitian terdapat pengaruh ujaran kebencian pada akun Instagram Lambe Turah terhadap etika berkomentar Generasi Z dengan nilai 52,9%. Ujaran kebencian memiliki pengaruh yang negatif terhadap etika berkomentar. Kata Kunci: Etika Komunikasi, Ujaran Kebencian, Komunikasi Kekerasan / The Instagram account @lambe_turah is the largest gossip account so that it can trigger feuds to produce hate speech. Generation Z is considered active and brave enough to express their opinions to leave comments with harsh and inappropriate language. The negative impact is the decline in social media ethics which has a bad influence on technological development. The purpose of the research is to find out how the influence of hate speech in the Lambe Turah Instagram account on the ethics of commenting, especially in generation Z. The theory used is communication ethics. The method used is quantitative with a comparative approach. The results showed that there was an influence of hate speech on Lambe Turah's Instagram account on Generation Z's commenting ethics with a value of 52.9%. Hate speech has a negative influence on commenting ethics. Keyword: Communication ethics, Hate speech, violent communication

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