Media and Communication Learning to Develop to be Influencers of Generation Z

Abstract

This research article is part of a research paper entitled “The attitude and approach of the Generation Z towards content and learning process in the media and communication to develop into an Online Influencers” is a mixed method research. Findings from both quantitative and qualitative studies revealed that Behavior of using social media and digital activities of Generation Z. There are more obvious changes compared to other generations. Digital communication has inevitably influenced our daily lives. Resulting in different attitudes and behaviors with the ability to instantly access and consume information from all over the world via smartphones. Generation Z therefore becomes both a user and a content creator. This context brings us to the idea of being an influencer in the online world. Which has become a phenomenon and is of interest to this group.

In terms of media use, social media is used on a daily basis, up to 95.71%, with the most popular platform being TikTok up to 23.57%. Most of the popular activities are content creation, up to 33.81%. This group is interested in creating content in their own way. Leading to an extension of becoming an online influencer because it is a process of creating an identity to be known through the dissemination of content to a wide range. In terms of attitude, it was found that Most of them choose interesting and interesting followed by creating content that is meaningful and useful and being a role model for life.

Key Skills for being an Online Influencer Namely, strong communication and storytelling skills. Efficient and sincere engage in communication with followers. In terms of developing media and communication skills to become an influencer. It's important to have a solid understanding of social media platforms. Type of content following new trends as well as building a trusted and approachable personal brand. In conclusion, the importance of learning media and communication. It is an important element of being an influencer in Generation Z. As social media and influencer marketing play an increasingly important role. Therefore, it is important that this group of people want to develop skills to create opportunities and succeed.