SOCIAL MEDIA DISPLACING CONVENTIONAL MEDIA? ANALYSIS OF MEDIA HABITS OF GORONTALO CITY SOCIETY IN THE ERA OF CONVERGENCE

Abstract

Digital transformation has changed the media consumption patterns of Indonesians, including in Gorontalo City. This study aims to analyze people's media habits regarding television, radio, and social media, using Rosengren's three leading indicators: usage duration, media content, and media appeal. This study employed a descriptive quantitative approach, utilizing a survey technique with 399 respondents from nine sub-districts. The results show that social media ranks highest in terms of usage duration, content relevance, and emotional appeal, particularly on platforms such as TikTok, Facebook, and Instagram. In contrast, radio experienced a significant decline in all measured aspects. Television remains strong in specific content, particularly in the context of collective consumption. These findings indicate a shift in media habits from conventional to digital media, which are more personal, interactive, and visual. The implications of this research are essential for the government, local media practitioners, academics, and the public in developing communication strategies and digital literacy policies relevant to local characteristics.