Strategi Mahasiswa Universitas Sumatera Utara dalam Membangun Citra Diri Berprestasi di Platform Linkedin

Abstract

This script is entitled about the Strategy of North Sumatra University Students in Building Achievement Self Image on the LinkedIn Platform. This study aims to find out the reasons for students at the University of North Sumatra transforming using LinkedIn and the strategies used to build self-image of achievers on the LinkedIn platform. The research method used is descriptive research with a qualitative approach. The collection techniques used in this study were observation, in-depth interviews, and documentation. This research was conducted at the University of North Sumatra using 10 informants, namely 8 key informants and 2 additional informants. The theoretical approach used is identity theory, Manuel Castells network society, social stratification, power relations and social capital. Based on the research findings, it shows that students at the University of North Sumatra are transformed using LinkedIn because of the influence of the environment so that students realize that LinkedIn has many benefits, namely building relationships, building self-image and getting jobs. Additionally, LinkedIn users build an image of accomplished self with the goal of securing a job offer. University of North Sumatra students use two identities in building an image, namely a valid identity as a student at the University of North Sumatra and project identity. This can be seen from the strategies used by North Sumatra University students. The strategy is existence on LinkedIn, connectivity in the world of work and self-reflection. University of North Sumatra students in building self-image on LinkedIn must have social capital. Due to social capital as one of the encouragement to become an outstanding student and build relationships to make it easier to find a job. The researcher also found that intentional social stratification occurs on LinkedIn where there are premium and free (bacis) LinkedIn services, giving rise to class differences and different access rights. On the other hand LinkedIn as knowledge has great power. LinkedIn creates a social order that can understand something by using LinkedIn and influencing people to use LinkedIn to find jobs and support careers.