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December 31, 2025
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May 25, 2026
Published
May 31, 2026
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Abstract

This study aims to analyze the influence of the Brave Pink campaign on the political awareness of Generation Z with Fear of Missing Out (FoMO) as a mediating variable. The study used a quantitative approach with a survey design of 396 followers of the Instagram account @barengwarga. Data analysis was carried out using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach. The results showed that the Brave Pink campaign had a significant effect on Fear of Missing Out (β = 0.910; p < 0.001) and a direct effect on political awareness (β = 0.622; p < 0.001). Fear of Missing Out also had a significant effect on political awareness (β = 0.370; p < 0.001) and acted as a partial mediator. The research model has very strong predictive power with an R² value of 0.943. This study provides a theoretical contribution by developing the Uses and Effects framework in the context of digital political communication, specifically through the integration of Fear of Missing Out (FoMO) as a psychological mechanism that bridges the relationship between exposure to symbolic digital campaigns and the formation of political awareness.

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Activism symbolism digital campaign fear of missing out generation z political awareness

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Copyright (c) 2026 Fuad, David Rino Pratama, Yani Tri Wijayanti

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How to Cite
Habib, A. F., Pratama, D. R. ., & Wijayanti, Y. T. . (2026). Kampanye digital, FoMO, dan kesadaran politik di kalangan generasi Z: Bukti dari gerakan viral “Brave Pink”. Jurnal Mahasiswa Komunikasi Cantrik, 6(1), 19–40. https://doi.org/10.20885/cantrik.vol6.iss1.art2
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