Dramaturgi Duta Mahasiswa Universitas Sumatera Utara 2022: Konstruksi Citra Diri dalam Media Sosial Instagram

Abstract

Which aims to understand the efforts of student ambassadors in constructing their self-image on Instagram social media and the actual reality behind the scenes as a university student. This study uses a qualitative research method with Erving Goffman's dramaturgical theory. The research subjects consist of 4 students who are University of North Sumatra (USU) 2022 Student Ambassadors. Data collection is conducted through interviews, observations, and documentation. Data analysis is performed using data reduction techniques, data presentation, and drawing conclusions. The results of the research show that (1) each informant has motivation to shape their self-image on Instagram social media. (2) The informants use Instagram social media as a front stage to display the ambassador's image. They actively construct the setting, personal front, and interaction with followers to support the image they want to highlight. (3) On the other hand, the student ambassadors also have a back stage where they engage in preparation, privacy control, and more personal interactions without public pressure.