The Impact of Social Media on Climate Change Perceptions: A Case Study of Indonesian Gen-Z

¹ Mass Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480
² Marketing Communication Program, Communication Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: yasmine.calista@binus.ac.id

Abstract

Climate change has become one of the most concerning issues in the 21st century. As it becomes a global problem, Indonesia can also feel the significant impact of climate change due to its geographical position. However, the Indonesian public’s attention and awareness regarding climate change are low. One of the ways to spread awareness efficiently is through social media. Social media also has the ability to affect perceptions. Thus, it is important to understand Indonesia, specifically Gen-Z’s characteristics. This study aims to analyze the impact of social media on climate change perceptions using perception indicators and based on geographical position (rural versus urban area). This research focuses on providing insights into how social media platforms can shape understanding and guidance in making environmental campaigns in Jakarta and Bogor. Therefore, this study uses a quantitative descriptive analysis methodology through a questionnaire to collect data. Using Google Forms, the survey was distributed for four days and acquired 400 Gen-Z participants between the ages of 15-23 living in either Jakarta or Bogor. The results of this study found that social media has a small impact on Indonesian Gen-Z climate change perception.