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Detya Wiryany
Univeresitas Indonesia Membangun, Bandung, Indonesia
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Journal : Journal of Digital Media Communication

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PERSONAL BRANDING CONSTRUCTION ON GEN Z INSTAGRAM: DIFFERENCES IN SELF-PRESENTATION ON GEN Z'S FIRST AND SECOND ACCOUNTS Ruslan, Salwa Azzahra; Wiryany, Detya; Tawaqal, Rizki Surya
Journal of Digital Media Communication Vol 4, No 1 (2025)
Publisher : Universitas Gunadarma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35760/dimedcom.2025.v4i1.14770

Abstract

This study examines the construction of personal branding on Instagram among Gen Z by comparing self-presentation on primary and secondary accounts. Using Erving Goffman's (1959) dramaturgy theory as the main framework, this study highlights how Gen Z conducts impression management through digital media, where Instagram functions as a "stage" where they present various versions of themselves. Core concepts used include impression management, front-stage–back-stage dynamics, and self-disclosure. This study does not establish formal hypotheses, but tentatively expects differences in self-presentation strategies between the two types of accounts. The method used is a descriptive qualitative approach. Data were collected through in-depth interviews with selected informants using a purposive sampling technique based on certain criteria: Gen Z individuals aged 18–22 who actively use both types of Instagram accounts. The main focus of this study was to observe patterns of self-expression and image management on each account. To ensure the validity of the data, source triangulation techniques were used. The results show that primary accounts are used as a front stage to display a curated and socially accepted self-image, such as achievements or aesthetic content. In contrast, the second account serves as a more authentic, expressive, and emotional backstage, aimed at a closer social circle. This finding supports Goffman's theory and aligns with previous research. In conclusion, Instagram allows Gen Z to strategically construct and display multiple identities. This study contributes to communication studies by demonstrating the role of social media in shaping personal branding in the digital age.
Co-Authors Addawiah, Hanifa Agung Riyaldi, Muhammad Ahmad Taufiq Maulana Ramdan Ahmad Taufiq Maulana Ramdan Ahmad Taufiq Maulana Ramdan, Aisyah, Puput Siti alifiyah, Isma Allisa Akhidatul Idza Amy Elva Silviany Andre Suryaningprang Anggraeni Kuswanti, Siti Nur Arie Hendra Saputro Aryanti Rasyi Lubis, Ira Aurenevia, Shafira Ayu Larasati Azahra, Annisa Nur Benny Bernadus Bernadus, Benny Dadan Abdul Aziz Mubarok Dadan Abdul Aziz Mubarok Devyanthi Syarif Dian Heryani Fadila Fujiyanti Hanifa, Syifa Hanny Hafiar Hati, Jisca Putri Sagara Heriyanti Heriyanti, Heriyanti Humaedi, Muhammad Arfan Ira Aryanti Rasyi Lubis Ita Rahmawati Ita Rahmawati Jaya, Rama Chandra Jenny Ratna Suminar Jisca Putri Sagara Hati Kansa, Fauzan Hamulya Kartika Nuradina Listri Herlina Lubis, Ira Aryanti Rasyi Maharani, Sabrina Maria Indriani K Marshanda, Shafa Dwi Maudy Rizkiana Poedjadi Maulana, Niko Nur Meilia Azzahra, Sandra Moch. Sheva Indraputra Moch. Sheva Indraputra Mote, Anton Mujianto, Haryadi Muliawan, Riyan Candra Mustira, Sheila Mustopa, Ridwan Niki Anartia nisrina, shypa Nizami, Lulu Ulfa Nunung Ayu Sofiati (Efi) Nuradina, Kartika Nurfitroh Rahmawati Pandyangqa, Nuno Pereira Vidya Permadi, Dian Prinska Damara Sastri Rahmadani, Riva Siti Rahman, Sani Rahmawati, Nadya Rahmawati, Nurfitroh Raisha Shahana Raisha, Raisha Shahana Ramdan, Ahmad Taufiq Maulana Recky, Recky Regtria Cahaya Maulida Ridma Meltareza Rio Kurniawan Riska Amaretha Rizky Surya Tawaqal Ruslan, Salwa Azzahra Sabila, Khansa Sala, Anisa Salma, Anisa Sastri, Prinska Damara Selina Natasha Shafira Aurenevia Dwirakhmawati Shahana, Raisha Siti Rahmadani, Riva Sutisna, Aisya Fauziah Syam Gunawan Syarif, Devyanthi Tawaqal, Rizki Surya Tiarani Vidia Pratami Wawan Darmawan Wawan Darmawan Wawan Darmawan Wawan Darmawan Yuanita, Agnes Silfera Yusup, Pemi Diana Zikri Fachrul Nurhadi, Zikri Fachrul