Eksplorasi proses attention span generasi z di era TikTok = Exploring attention span process of generation z in TikTok era

Zhulfakar, Zhulfakar (2024) Eksplorasi proses attention span generasi z di era TikTok = Exploring attention span process of generation z in TikTok era. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan media sosial dalam era digital modern ini merupakan fenomena besar, dengan TikTok sebagai salah satu platform yang berkembang pesat, khususnya di kalangan generasi Z. Tren ini memiliki implikasi signifikan terhadap rentang perhatian generasi tersebut. Penelitian ini bertujuan untuk mengeksplorasi proses generasi Z tentang rentang perhatian mereka di era TikTok. Penelitian ini menggunakan teori keterlibatan interaksi sebagai kerangka teoritis, dan mengadopsi metodologi kualitatif dengan pendekatan fenomenologi deskriptif. Data dikumpulkan melalui wawancara semi terstruktur dan observasi, lalu validitas temuan diuji melalui teknik triangulasi data. Hasil penelitian menunjukkan bahwa generasi Z memiliki attention span yang rendah atau menurun dalam konteks penggunaan TikTok. Hal ini dipengaruhi oleh faktor internal dan eksternal yang berkaitan dengan individu. Selain itu, penelitian ini mengungkapkan bahwa masalah rentang perhatian ini bersifat multifaset, dipengaruhi oleh sifat interaktif dan sangat menarik dari TikTok. Penelitian selanjutnya diharapkan dapat menggali lebih dalam motivasi yang mempengaruhi tingkat rentang perhatian generasi Z, dengan tujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana pola konsumsi media digital membentuk proses kognitif pada pengguna muda. Studi ini memberikan kontribusi pada literatur yang berkembang mengenai dampak media sosial terhadap fungsi kognitif dan menawarkan wawasan bagi pendidik, orang tua, dan pembuat kebijakan dalam menghadapi tantangan yang ditimbulkan oleh lanskap media digital. / The proliferation of social media in this modern digital era is a major phenomenon, with TikTok being one of the fastest growing platforms, especially among generation Z. This trend has significant implications for the attention span of this generation. This trend has significant implications for the generation's attention span. This research aims to explore generation Z's process of their attention span in the TikTok era. This research utilizes interaction engagement theory as a theoretical framework, and adopts a qualitative methodology with a descriptive phenomenological approach. Data was collected through semi-structured interviews and observations, and the validity of the findings was tested through data triangulation techniques. The results show that generation Z has a low or decreased attention span in the context of using TikTok. This is influenced by internal and external factors relating to the individual. In addition, this study revealed that this attention span problem is multifaceted, influenced by the interactive and highly engaging nature of TikTok. Future research is expected to delve deeper into the motivations that influence generation Z's attention span levels, with the aim of providing a more in-depth understanding of how digital media consumption patterns shape cognitive processes in young users. This study contributes to the growing literature on the impact of social media on cognitive functioning and offers insights for educators, parents and policy makers in dealing with the challenges posed by the digital media landscape.

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