PERAN MEDIA SOSIAL TERHADAP PERILAKU PEMILIH DALAM PEMILIHAN UMUM TAHUN 2024 STUDI DI DESA TUREKISA, KECAMATAN GOLEWA BARAT, KABUPATEN NGADA

Abstract

This research article aims to examine the influence of social media on voter behavior in the 2024 Election in Turekisa Village. The theory used as the basis is Max Weber's theory of rational action, which includes four types of social action: instrumental rationality, value-oriented rationality, affective action, and traditional action. This study uses a qualitative descriptive approach to describe the phenomenon systematically and accurately based on data obtained in the field. This study does not aim to test hypotheses, make predictions, or observations, but rather focuses on presenting data descriptions. Data collection was carried out through interviews and documentation. The results of the study show that social media is the main tool for obtaining information more quickly and easily. Social media significantly increases voter participation and provides wider access to information on the 2024 election. In the context of political campaigns, social media is a strategic platform for candidates to interact directly with voters, disseminate information, and mobilize support. Social media such as TikTok, Facebook, Instagram, WhatsApp, and television news play an important role in shaping public opinion and political orientation. Therefore, the wise use of social media is expected to support the implementation of more democratic elections in the future.