<![CDATA[This study aims to analyze the professional identity construction strategy carried out by Prilly Latuconsina through her "Open to Work" post on LinkedIn in January 2026. This phenomenon attracted widespread public attention as it represented an unconventional move by a prominent Indonesian celebrity in her effort to reposition her image from the entertainment industry toward the professional realm of business and management. This study employs a qualitative approach using qualitative content analysis, with the research objects comprising the post narrative, profile headline, and diction choices used in Prilly Latuconsina's LinkedIn profile. The theoretical framework includes Erving Goffman's self-presentation theory through the concepts of front stage and back stage, as well as personal branding concepts from Peter Montoya and Stevani and Widayatmoko. The findings indicate that Prilly strategically utilized platform selection, narrative structure, and professional diction to construct her new identity as a competent individual in the business domain. This identity construction was reinforced by the consistency between the narrative she built and the concrete actions she took following the post. This study concludes that effective personal branding requires alignment among narrative, competence, platform selection, and consistency of action on a sustained basis.]]>
Copyrights © 2026
