Transformasi Komunikasi Sosial dalam Masyarakat Digital akibat Perkembangan Platform Media Sosial
DOI:
https://doi.org/10.71094/jmsh.v2i5.500Keywords:
ketimpangan digital, komunikasi social, masyarakat digital, media social, polarisasiAbstract
Perkembangan platform media sosial telah mengubah pola komunikasi sosial masyarakat digital melalui percepatan pertukaran informasi, perluasan jaringan interaksi, peningkatan keterbukaan ekspresi, serta pembentukan komunitas berbasis minat dan pengalaman bersama. Penelitian ini bertujuan menganalisis pengaruh karakteristik platform, intensitas penggunaan, dan ketimpangan digital terhadap transformasi komunikasi sosial, sekaligus menjelaskan dampaknya terhadap partisipasi, kesetaraan suara, polarisasi, dan eksklusi sosial. Penelitian menggunakan pendekatan mixed methods dengan desain sequential explanatory. Tahap kuantitatif dilakukan melalui survei terhadap 386 pengguna media sosial di Indonesia yang dipilih dengan purposive sampling, sedangkan tahap kualitatif melibatkan 20–25 informan yang dipilih melalui maximum variation sampling. Data kuantitatif dianalisis menggunakan statistik deskriptif dan PLS-SEM, sementara data wawancara dianalisis secara tematik. Hasil penelitian menunjukkan bahwa karakteristik platform berpengaruh positif dan signifikan terhadap transformasi komunikasi sosial. Interaktivitas meningkatkan partisipasi dan keterbukaan ekspresi, sedangkan personalisasi algoritmik memperkuat polarisasi serta fragmentasi komunikasi. Ketimpangan digital menurunkan kesetaraan partisipasi karena perbedaan akses, perangkat, keterampilan, dan literasi informasi. Temuan kualitatif memperlihatkan bahwa media sosial memperkuat solidaritas, mobilisasi, dan pembentukan komunitas, tetapi juga memunculkan tekanan respons, konflik, pembungkaman, dan ketimpangan visibilitas. Penelitian menyimpulkan bahwa transformasi komunikasi sosial bersifat ambivalen karena media sosial sekaligus memperluas partisipasi dan meningkatkan risiko eksklusi. Penguatan literasi digital, transparansi algoritma, dan moderasi yang adil diperlukan untuk membangun ruang komunikasi digital yang inklusif, aman, dan bertanggung jawab. Model penelitian juga memiliki relevansi prediktif yang baik dan menegaskan bahwa desain teknologi harus dianalisis bersama struktur sosial pengguna Indonesia.
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