DUALISME MEDIA SOSIAL DI ERA SOCIETY 5.0: PENGUATAN SOLIDARITAS SOSIAL VS PERUBAHAN KE ARAH INDIVIDUALISME DAN POLARISASI
Keywords:
Media social, Era Sociaty 5.0, Solidaritas sosialAbstract
Penelitian ini bertujuan untuk menganalisis mekanisme dualistik media sosial dalam membentuk solidaritas sosial sekaligus mendorong individualisme dan polarisasi di masyarakat Indonesia pada era Society 5.0. Pendekatan ini penting karena media sosial berperan sebagai ruang interaksi yang mampu memperkuat nilai-nilai kegotongroyongan, namun juga berpotensi menciptakan fragmentasi sosial akibat pengaruh algoritma dan budaya digital. Metode penelitian yang digunakan adalah kualitatif deskriptif dengan pendekatan fenomenologi dan studi kasus. Peneliti melibatkan 10–20 informan yang dipilih melalui teknik purposive sampling, dengan kriteria pengguna aktif media sosial yang terlibat dalam kegiatan solidaritas digital maupun perdebatan daring. Data dikumpulkan melalui wawancara mendalam, observasi virtual (netnografi), dan analisis dokumen digital. Analisis data dilakukan menggunakan analisis tematik berdasarkan panduan Braun dan Clarke (2006, 2022) untuk mengidentifikasi pola dan tema utama dari pengalaman pengguna media sosial. Hasil penelitian menunjukkan bahwa media sosial memiliki peran ganda (dualisme) yang kompleks: di satu sisi memperkuat solidaritas digital melalui partisipasi kolektif seperti kampanye kemanusiaan dan donasi daring, sementara di sisi lain menumbuhkan individualisme dan polarisasi akibat budaya self-branding serta bias algoritmik yang menciptakan “echo chamber.” Temuan ini menegaskan bahwa dualisme tersebut bukanlah pertentangan mutlak, melainkan dialektika sosial baru di era digital. Kesimpulannya, pemanfaatan media sosial secara bijak dan beretika sangat diperlukan untuk memperkuat solidaritas sosial dan meminimalkan efek individualisme serta polarisasi, sesuai dengan prinsip human-centric dalam Society 5.0.
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