THE EFFECTIVENESS OF DIGITAL COMMUNICATION IN DELIVERING MESSAGES TO GENERATION Z IN THE COUNSELING PROCESS(A Study of Family Planning Counselors in Tanggamus Regency, Lampung)

Abstract

The rapid advancement of the digital era has significantly influenced social activities, particularly in information and communication technology, which now encompasses visual, audio, and audiovisual formats. Family Planning Counselors serve as the frontline representatives of the National Population and Family Planning Board, and their counseling activities must adapt creatively to current trends to effectively engage their target audience. Conventional communication methods have proven less effective and appealing to Generation Z, who perceive them as monotonous and unengaging. Thus, this study aims to explore the effectiveness of digital communication in delivering messages to Generation Z.
This research applies the conventional-interactional theory as a framework. Data collection techniques include field observations, interviews with key informants, and documentation of research findings. The results indicate that digital communication surpasses traditional methods in terms of communication design, message quality, time efficiency, and overcoming spatial limitations. Through digital platforms, Family Planning Counselors can deliver messages more effectively on a large scale, aligning with the evolving preferences and technological familiarity of Generation Z