Analysis of @xproject.id’s TikTok political communication strategies via the SOSTAC model

Sukarelawati; Nadia  Amalia

doi:10.25139/jsk.v10i1.11106

Sukarelawati Universitas Djuanda
Nadia Amalia Universitas Djuanda

https://doi.org/10.25139/jsk.v10i1.11106

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Keywords: Generation Z, Digital Political Communication, SOSTAC Model, Political Literacy

Abstract

The rapid development of social media, particularly TikTok, has significantly transformed the patterns of political communication among young people in Indonesia. TikTok is no longer merely an entertainment platform; it has evolved into a new digital public sphere for the dissemination of political messages and civic education. This study analysed the educational political communication strategy based on the SOSTAC Model as implemented by the TikTok account @Xproject.id in enhancing the political literacy of Generation Z in the City of Bogor. This research employed a qualitative approach with a case study design, focusing on the planning, implementation, and evaluation of digital communication strategies. Data were collected through digital observation of @Xproject.id’s TikTok content, in-depth interviews with the principal communicator and the account management team, as well as interviews with Generation Z audiences in Bogor as message recipients. The study involved ten informants, consisting of one principal communicator, three members of the content management team, and six Generation Z followers who actively engage with the account. Data were analysed thematically with reference to the six elements of the SOSTAC Model: Situation Analysis, Objectives, Strategy, Tactics, Action, and Control. The findings indicate that the SOSTAC-based communication strategy implemented by @Xproject.id is effective in enhancing both engagement and political understanding among Generation Z in Bogor. This effectiveness is supported by the use of reflective content relevant to local issues, informal language aligned with youth communication styles, simple and accessible visuals, and intensive two-way interaction through comments and creator responses. The audience demonstrated increased awareness of local policy issues, greater participation in online political discussions, and a growing interest in seeking further political information. These findings suggest that a community-based TikTok account can function as an effective local digital public sphere for youth political education, provided that it is supported by systematic, contextual, and literacy-oriented communication planning.

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