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The development of digital technology has fundamentally changed political communication patterns, especially among Generation Z who grew up in a social media ecosystem. This study aims to analyze the influence of political campaigns through Instagram on changes in political attitudes of students at the Faculty of Social and Political Sciences at Bina Bangsa University. This study uses an explanatory quantitative approach. Data collection techniques were carried out through a survey using a closed questionnaire, which was distributed to 100 respondents. Data were analyzed using a simple linear regression test with the help of SPSS software version 25. The results of the study indicate that political campaigns on Instagram have a significant influence on changes in students' political attitudes. The dimensions of attitudes influenced include attention to issues, understanding of political messages, and acceptance of certain ideas or figures. Based on these findings, it can be concluded that credible, relevant, and communicative digital campaigns have great potential in shaping the political orientation of Generation Z. Therefore, adaptive communication strategies are needed as well as strengthening political and digital literacy among students to encourage more critical and responsible political engagement.

Patriarchy in the modern era still persists despite continuous efforts to achieve gender equality across various aspects of life, including education, the workplace, and social interactions. Its presence is often reinforced through mass media, particularly in television series. The drama series “Bid’ah” vividly portrays the impact of patriarchy on women’s lives, both in domestic settings and in the public sphere. This study aims to examine the extent to which exposure to the series “Bid’ah” influences viewers’ perceptions of patriarchy. This research employed a quantitative approach involving 100 undergraduate students from the Communication Science program at Universitas Bina Bangsa. The sampling technique used was purposive sampling, where participants were selected based on specific criteria relevant to the research objectives. Data were collected through an online questionnaire using a four-point Likert scale to measure the respondents’ perceptions. The data were then analyzed using simple linear regression with the help of SPSS software. The findings indicate a significant influence between exposure to the series and viewers’ perceptions of patriarchy. This is evidenced by a correlation coefficient of 0.405 (p-value 0.000) and a coefficient of determination of 0.164. These results suggest that 16.4% of the variance in perceptions of patriarchy can be explained by exposure to the “Bid’ah” series, while 83.6% is influenced by other factors beyond this study. These findings highlight the important role of media in shaping social perceptions, particularly regarding gender norms and patriarchal values. This study contributes to the understanding of how media, especially television dramas, can both reinforce and challenge gender stereotypes, while also providing insights into the potential influence of media content on audiences’ attitudes toward gender equality.