Leveraging Discord as a Communication Medium for Generation Z in Indonesia: A Study on the Future of Media and Communication

Abstract

Generation Z in Indonesia has increasingly embraced new digital platforms that offer more
flexible, real-time, and community-oriented communication features. One platform that has
shown rapid adoption among Gen Z is Discord, which has expanded beyond gaming circles
into broader spaces, including study groups, creative communities, and social hangouts.
Despite this growing trend, academic studies examining Discord’s adoption process in the
Indonesian context remain limited. This study aims to analyze how Discord is adopted by
Indonesian Gen Z using Everett Rogers’ Diffusion of Innovation Theory. The research explores
the innovation attributes—relative advantage, compatibility, complexity, trialability, and
observability—that influence Gen Z’s decision to use Discord as a primary communication
medium. This study employs a qualitative descriptive method through utilizing semi-structured
interviews and thematic analysis. The findings are expected to explain why Discord is
perceived as more efficient, organized, and socially engaging compared to mainstream
platforms, as well as how opinion leaders, peer influence, and community dynamics accelerate
its diffusion. This paper also discusses the implications of Discord’s adoption pattern for the
future of media and communication in Indonesia, particularly regarding emerging digital
ecosystems preferred by younger users.

Keywords: Discord, Generation Z, Digital Communication, Diffusion of Innovation, Media
Adoption