The Influence of Buzzers on Attitude Polarization among TikTok Social Media Users

Abstract

This study aims to determine the effect of exposure to buzzer content on attitude polarization among TikTok social media users, specifically students from the Faculty of Education, Universitas Pendidikan Indonesia (UI) class of 2025. Using a quantitative approach and survey method, data were collected through an online questionnaire completed by 117 respondents. The research instrument covered three main aspects: intensity of TikTok use, exposure to buzzer content, and changes in opinions and attitudes leading to polarization. The results show that the majority of respondents use TikTok daily and actively consume content on opinion, social issues, and politics. Exposure to buzzer content is evident through the emergence of uniform messages, the use of emotional language, and content encouraging support for certain viewpoints. The findings also indicate that some users experience attitude strengthening, a tendency to reject dissenting views, and the potential for confirmation bias, although the level of polarization does not occur evenly across all respondents