Impact of Tiktok’s “Marriage is Scary” Content on Generation Z’s Perceptions of Marriage

Abstract

The rapid growth of information technology has positioned TikTok as the most influential social media platform in Indonesia. This phenomenon has the potential to shape mindsets and drive social change, particularly among Generation Z. As digital natives born between 1997 and 2012, Generation Z had wide access to information and tends to be critical of traditional norms. This study is inspired by the trending phenomenon of “Marriage is Scary” on TikTok, which presents negative narratives about marriage. These concerns are relevant with data from Statistics Indonesia (BPS, 2014), which indicate decrease in marriage rates. The research focuses on Generation Z TikTok users perceptions of marriage. Using a qualitative approach, the study aims to analyze perceptions formed through exposure to content, using Cultivation Theory as its framework. Data were collected through interviews with Generation Z respondents, complemented by observations, and comment analysis. The findings show that repeated exposure to the “Marriage is Scary” trend on TikTok creates negative perceptions of marriage among Generation Z. This generation tends to delay or even avoid early marriage due to concerns about financial stability, fear of choosing the wrong partner, and heightened awareness of mental health. At the same time, Generation Z is not entirely anti-marriage; rather, they adopt a more cautious and selective, emphasizing values of equality, emotional maturity, and career development. This study contributes to a deeper understanding of the correlation between social media representation and social demographics through the formation of perceptions.