Impression management Generasi Z di media sosial Instagram ditinjau dari Teori Dramaturgi = Impression management of Generation Z on social media Instagram in terms of Dramaturgy Theory

Paulus, Cyndi Gabriela (2021) Impression management Generasi Z di media sosial Instagram ditinjau dari Teori Dramaturgi = Impression management of Generation Z on social media Instagram in terms of Dramaturgy Theory. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Populasi di dunia terbagi menjadi beberapa tipe generasi, yang salah satu nya merupakan generasi z, yang dikenal sebagai generasi internet. Perkembangan teknologi melaju begitu pesat sehingga pemakaian media sosial sudah menjadi bagian dari kehidupan manusia, terutama media sosial instagram. Dengan berbagai macam fitur dan banyaknya pengguna instagram, muncul sebuah fenomena di mana banyak pengguna instagram memiliki dua akun yang mereka sebut sebagai second account. Selain itu, dari data yang didapatkan generasi z merupakan yang paling aktif menggungakan instagram. Untuk itu, diperlukan penelitian untuk mengetahui bagaimana generasi z melakukan impression management dalam kedua akun instagram ditinjau dari teori dramaturgi Penelitian ini menggunakan pendekatan penelitian kualitatif dengan metode studi kasus, pengumpulan data dilakukan dengan mengumpulkan data primer dan sekunder melalui wawancara mendalam dan juga studi kepustakaan. Wawancara mendalam dilakukan kepada generasi z yang memiliki second account di instagram. Hasil penelitian menunjukan bahwa cara generasi z melakukan impression management di dua akun instagram yang dimiliki yaitu dengan membedakan isi konten, foto, video, dan feeds di kedua akun mereka hal ini dilakukan karena adanya faktor penilaian dari orang lain, dan tujuan generasi z membuat second account karena ada nya konten yang tidak bisa di bagikan pada followers di first account hal ini dipengaruhi oleh faktor kedekatan generasi z dengan followers nya di first account./Population in the world’s divided into several types of generations, one of them is generation z, which is known as the internet generation. The development of technology is advancing so rapidly that the use of social media has become part of human life, especially Instagram. With a variety of features and a large number of instagram users, a phenomenon has emerged where many instagram users has two accounts which they call a second account. In addition, from the data obtained, generation z is the most active instagram users. For this reason, research is needed to find out how generation z does impression management on both accounts on instagram. This research uses the qualitative approach with the case study method. Data collection is done by collecting primary and secondary data through in-depth interviews and literature study. Informants on this research are generation z who have second account on instagram. The research shows that generation z does impression management by distinguishing the contents, photos, videos, and feeds on both accounts. It also reveals the reason why generation z made a second account on instagram, which appears because they considered there are contents they could not share with their followers on their first account. Proximity and value judgements are two main factors behind this phenomenon

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