Self-Branding in Instagram as a Dramaturgical Stage: A Sociological Perspective
Self-Branding di Instagram sebagai Panggung Dramaturgi: Sebuah Perspektif Sosiologi
DOI:
https://doi.org/10.22437/jssh.v9i1.39610Keywords:
Teenagers, Dramaturgy, Identity Construction, InstagramAbstract
Instagram began as a photo-sharing tool and has since grown into a multifaceted social media platform that profoundly influences the lives of teenagers. Beyond its fundamental function, Instagram has evolved into a virtual stage where teenagers can express themselves, explore their personalities, and form social connections. The platform's dynamic and visually appealing characteristics have made it a popular and successful tool for self-expression. This study investigates the sociological aspects of Instagram use among teenagers, using Erving Goffman's dramaturgical theory as a theoretical framework. By viewing Instagram as a social theater, this research examines how teenagers strategically construct and present their identities to online audiences. Using a qualitative research approach, specifically netnography, the study analyzes various performative strategies employed by teenagers, such as filter selection, narrative creation, and social interaction The findings reveal that Instagram has become a place where tenageers actively participate in constructing their identities influenced by social norms and peer pressure, then Instagram can have both positive and negative effects too. On the one hand, the platform can foster creativity, self-expression, and social connection. Teenagers can share their passions, connect with like-minded individuals, and build supportive online communities. However, excessive Instagram use can have negative implications, such as social comparison, cyberbullying, and body image issues. Continuous exposure to curated and idealized pictures of others might lead to feelings of inadequacy and low self-esteem. Furthermore, Instagram can shape teenagers’ perceptions of attractiveness, success, and happiness. In conclusion, Instagram has become a powerful force shaping the identities and behaviors of teenagers. By understanding the complex dynamics of online self-presentation, this study sheds light on the potential benefits and drawbacks of Instagram usage.
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