<![CDATA[The development of live streaming as a digital communication medium enables content creators to build personal relationships with audiences through direct interaction. This study aims to analyze personalized communication strategies in the formation of Windah Basudara’s self-image through Transactional Analysis based on Thomas A. Harris’s Ego State concept in the “Open Trip Gunung Atin” live streaming content on Roblox. This research employed an interpretive paradigm with a qualitative approach and case study method. Data were collected through observation, documentation, and literature review, then analyzed using thematic analysis through open coding, axial coding, and selective coding. The findings show that personalized communication is manifested through spontaneous expressions, humor, attention to audiences, group interaction management, and rational responses to situations during the live stream. The findings also indicate the contextual use of the Parent, Adult, and Child ego states in the communication process. These strategies contribute to an authentic, interactive, and close self-image with audiences, portraying Windah Basudara as a communicative and entertaining content creator. The findings indicate that personalized communication plays a role in shaping self-image and strengthening relationships between content creators and their digital communities..]]>
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