Strategi Komunikasi Publik dalam Membentuk Kesadaran Gender pada Generasi Z di Era Digital

Abstract

The purpose of this study is to analyze public communication strategies in shaping gender awareness among Generation Z in the digital era. The development of social media has made public communication faster and broader, thus influencing how the younger generation thinks about gender equality issues. A qualitative approach with descriptive methods was chosen to understand the phenomenon of public communication and Generation Z's responses to gender issues in digital media. The research subjects included 25 Generation Z members who actively use social media. Interviews, observation, and documentation were the data collection techniques for informants who were considered active in using social media. The results of the study indicate that digital platforms such as Instagram, TikTok, and YouTube have a significant influence in increasing Generation Z's understanding of gender equality through educational content and digital campaigns. However, this study also found challenges such as the spread of stereotypes and gender bias on social media. Therefore, in the future, more creative and educational public communication strategies are needed, as well as strengthening digital literacy to build a more critical, inclusive, and civilized gender awareness among Generation Z.