The ongoing shift in information consumption patterns has a profoundly significant impact on societal life. This phenomenon was foreseen long ago by Marshall McLuhan, a renowned media theorist, in his book Understanding Media: The Extensions of Man (1964), where he argued that media is not merely a delivery tool but deeply shapes human perception and behavior. Society is inundated with diverse information arriving in relentless waves. Not just every day, but the frequency of this informational diversity is generated even every minute. According to data from Exploding Topics, approximately 402.74 million terabytes of data are created daily in 2025, equivalent to about 279,680 terabytes per minute, encompassing social media uploads, videos, and other digital content.

Media's Shifting Function

In the past, media served as a passive source of information. When readers consumed news from electronic media like television or print media such as newspapers and magazines, they merely expanded their intellectual horizons without direct interaction. However, the situation has changed dramatically now that media is constantly at hand through smart devices. Today, news consumers on digital platforms whether news apps or social media can actively interact, provide responses, and even reshare the content in question.

This aspect brings positive value as it continually sharpens readers' critical thinking, encourages open discussions, and enriches collective perspectives. However, the flood of information flowing into telecommunications devices makes verifying truth increasingly difficult. This condition often triggers misconceptions among the public, where facts mix with opinions or even manipulation, thereby disrupting the formation of healthy, evidence-based opinions.

Threats from Media's Functional Shift

Although there are many benefits from the shift in news consumption from conventional mass media to digital such as greater inclusivity of information sources and easier access compared to previous decades this condition also harbors anomalies with potential harm. Some of these include:

• Information Misconceptions: The flood of various information makes it difficult for the public to verify the truth of news, leading them to easily fall into echo chambers or inaccurate information.
• Media Propaganda: Beyond misconceptions, there are opportunities for well-designed propaganda to direct readers' assumptions. Fake news (hoaxes) can be packaged elegantly to influence perceptions on a massive scale.
• Opportunities for Buzzer Actions: This propaganda is often controlled by actors known as buzzers, which facilitates the manipulation of public perceptions through coordinated narrative dissemination.

To complement this, it is worth noting that this shift also triggers social polarization. In the digital era, platform algorithms tend to reinforce confirmation bias, where users only see content aligning with their views, thus weakening cross-group dialogue and increasing social tensions.

The Buzzer Phenomenon

A buzzer is an individual or group recruited to spread specific messages on social media to influence public opinion, often by managing fake accounts or bots to amplify political or commercial narratives. This actor is the most dangerous in controlling someone's thoughts, as facts from scientific research can be twisted into something contradictory or wrong. Conversely, mere assumptions can be justified as if stemming from in-depth scientific studies.

This phenomenon thrives in countries that uphold the principle of freedom of expression, such as Indonesia. The Reformation era, marked by amendments to the 1945 Constitution and other legislation like Law No. 40 of 1999 on the Press, which guarantees freedom of the press and expression, has become fertile ground for the growth of buzzers. This condition has grown even more fertile with the implementation of an open electoral system, from the national level such as presidential and legislative elections to the regional level, where political competition requires massive public opinion support.

The Impact of Buzzers

A highly open information system, combined with state policies guaranteeing openness and freedom of expression, creates a thriving buzzer ecosystem. Buzzers have a dual role: they can be directed to counter negative issues, resulting in positive impacts, or conversely, used for negative framing that triggers harm. Their adverse effects include the erosion of public trust in institutions, increased disinformation during elections, and even social conflicts leading to physical violence. On the other hand, if utilized ethically, buzzers can serve as tools for public awareness campaigns, such as promoting vaccination or environmental education.

Regulation and Policy

The government should control the buzzer ecosystem that emerges from the shift of mass media to digital. While buzzers can divide through framing, they can also counter such threats and create positive impacts if directed properly.

It is time to establish a dedicated institution to manage this. Although cyberspace is highly complex and dynamic, proper regulation is not impossible. If the buzzer ecosystem is managed officially to ward off cyber movements that damage national unity, societal and state conditions can proceed more harmoniously. The government, through the Ministry of Communication and Informatics of the Republic of Indonesia and the People's Representative Council of the Republic of Indonesia, must promptly formulate regulations, policies, and establish a body or directorate under the ministry to manage this ecosystem wisely. For example, integrating AI technology for disinformation detection and imposing strict sanctions on illegal buzzer actors, while protecting legitimate freedom of expression.

Conclusion

The digital space is a highly complex and dynamic arena. The shift of mass media to digital brings extraordinarily large impacts: positive in the form of information inclusivity for the public, and negative in the form of bias and manipulation produced by irresponsible parties. This negative impact is often played out by rogue buzzers. However, it can be countered and addressed through buzzers or cyber teams (cyber army) managed officially by the government for the nation's interests. It is time for this ecosystem to be well-organized, so that the media shift, which should bring enlightenment to the nation, can be realized optimally, supporting a healthy democracy and a properly informed society.