PERANCANGAN KONTEN VIDEO TIKTOK UNTUK MENINGKATKAN KESADARAN GENERASI Z MENGGUNAKAN HAK PILIH MENUJU PEMILU 2024

Abstract

From the data on the 2019 general election, generation Z and millennials have a voice that has a big influence because their number reaches 70-80 million votes from 193 million participants. With the large voice of the two generations, it can determine who the future leaders are. However, from the 2021 Kompas R&D survey, Generation Z, aged 24 and under, has not yet made their choice of a political party, still at 48.1 percent, the highest compared to other generations. If this is not resolved, this could lead to abstentions in the upcoming election, namely in the 2024 election. Departing from this background, the authors designed a video content on the Tiktok platform that aims to increase awareness of generation Z in exercising their right to vote for the 2024 election. The method used used in this design, namely, the Design Thinking method from Tim Brown (2009). In designing video content, the author also refers to the rhetorical theory of (Josephson, Kelly, & Smith, 2020), for the delivery of the video content. The results of designing visual communication from video content with the aim of raising awareness of the importance of using the right to vote in elections need to use an approach to the daily problems of generationZ. Selection of content that is too formal is deemed inappropriate for targets who prefer light content such as drama, comed, horror, and others.