The Influence of Mass Communication Intensity on the Formation of Public Opinion Among Voters in the 2024 Presidential Election in Indonesia

Abstract

This study examines the influence of mass communication intensity on the formation of public opinion among voters in Indonesia’s presidential election. In the context of rapid digital media development, political communication no longer relies solely on conventional media but is increasingly shaped by social media platforms that enable fast and widespread information dissemination. This research adopts a quantitative approach to explain the relationship between media exposure and public opinion formation. Data were collected through an online questionnaire distributed to voters who actively follow political information through mass media. The findings indicate that the intensity of mass communication has a strong and significant influence on how public opinion is formed. Frequent and sustained exposure to political information through media contributes to clearer attitudes, stronger political perceptions, and greater confidence in political choices. These results highlight the strategic role of mass media as a key agent in shaping political awareness and public discourse within a democratic society. The study emphasizes the importance of media literacy to help the public critically evaluate information, reduce the spread of misinformation, and prevent excessive polarization in political opinion.