Pengaruh Penggunaan Media Sosial Twitter Terhadap Partisipasi Online Budaya Pengenyahan (Cancel Culture) Di Indonesia
(1) Universitas Padjadjaran
(2) Universitas Padjadjaran
(3) Universitas Padjadjaran
(4) Universitas Padjadjaran
(5) Universitas Padjadjaran
(*) Corresponding Author
Sari
Budaya pengenyahan (cancel culture) merupakan istilah baru di media sosial terutama Twitter, yang memiliki definisi mengenyahkan atau memojokkan individu tertentu di media sosial, yang dilakukan secara bersama-sama. Tujuan dari penelitian ini yaitu untuk mengetahui bagaimana pengaruh penggunaan media sosial terhadap tingkat partisipasi online dalam budaya pengenyahahan pada penggunanya. Metode yang digunakan pada penelitian ini adalah metode kuantitatif dengan teknik nonprobabilitas kuota sampling. Teknik pengumpulan data yang digunakan berupa kuesioner online berjumlah 36 pertanyaan dan didapatkan responden sebanyak 221 orang. Penelitian ini menggunakan dua variabel eksogen; orientasi budaya pengenyahan dan penggunaan media sosial untuk menentukan pengaruh pada variabel endogen; partisipasi online budaya pengenyahan di media sosial Twitter. Hasil dari penelitian ini menjelaskan bahwa orientasi budaya pengenyahan bagi pengguna berpengaruh terhadap partisipasi online budaya pengenyahan di media sosial Twitter, juga penggunaan media sosial Twitter yang berpengaruh terhadap partisipasi online pengguna dalam budaya pengenyahan di media sosial Twitter.
Kata kunci : media sosial, twitter, partisipasi online, budaya pengenyahan
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DOI: http://dx.doi.org/10.31602/jm.v5i2.7690
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