Pemaknaan Perilaku Phubbing dalam Interaksi Sosial pada Generasi Z dan Generasi Milenial: Sebuah Studi Kasus Berganda

Abstract

The development of digital technology has transformed patterns of social interaction and given rise to the phenomenon of phubbing, which refers to ignoring one’s interlocutor due to smartphone use. This study aims to examine the meaning-making of phubbing behavior among the Millennial Generation and Generation Z in social interactions, focusing on differences in meaning, emotional responses, and ethical judgments. This study employed a qualitative approach with a multi-case study design. Data were collected through in-depth interviews and observations involving seven participants selected using purposive sampling techniques. Data analysis was conducted through verbatim transcription, coding, and thematic analysis using the constant comparison technique. The findings indicate that the Millennial Generation tends to interpret phubbing as a situational behavior influenced by social context and communication ethics, whereas Generation Z tends to interpret it as a psychological behavior related to emotion regulation and normalized within digital communication culture. These findings indicate a shift in communication norms across generations.