INSTAGRAM: KONSTRUKSI IDENTITAS BUDAYA VIRTUAL MELALUI UNGGAHAN FOTO PARA INFLUENCER INDONESIA
Article Sidebar
Main Article Content
Abstract
ABSTRAK
Instagram bukan sekedar media pertukaran pesan melalui foto atau gambar. Instagram memiliki peran penting sebagai media pengungkap identitas budaya individu dalan ruang virtual. Influencer sebagai pengguna aktif Instagram dengan banyak pengikut mengalami proses ini, karena realitas diri yang nyata terpisah dalam ruang virtual yang kemudian membentuk idenitas budaya baru. Konsep komunikasi antar budaya dan media baru digunakan sebagai perspektif dalam proses menganalisa temuan data. Penelitian ini menggunakan paradigma konstruktivis dengan pendekatan kualitatif. Peneliti menggunakan metode netnografi dengan mengobservasi unggahan foto lima influencer instagram populer Indonesia. Hasil penelitian ini terungkap realitas bahwa terdapat tiga identitas budaya virtual yang dikonstruksi oleh para influencer antara lain a) kelas sosial ekonomi, (b) agama dan (c) keluarga. Rekomendasi bagi peneliti yang tertarik tentang studi identitas budaya virtual yaitu dapat memperkaya kedalaman data dengan melakukan penelitian para influencer di medium YouTube.
ABSTRACT
Instagram not only as a medium for deliver messages through photos or pictures but also as a medium that construct cultural identity in a virtual space. Influencers as an active Instagram user with a large number of followers do this process, because of the real reality of themselves is separated in a virtual space that construct a new cultural identity. The concept of intercultural communication and new media is used as a perspective in the analysis process. This study used a constructivist paradigm with a qualitative approach. Researchers used the netnographic method by observing photo uploads of five popular Indonesian Instagram influencers. The results of this study reveal the reality that there are three virtual cultural identities of the influencers: a) socio-economic class, (b) religion and (c) family. Other researchers can enrich this study by doing research to YouTube influencers.
Article Details
References
A. Siregar, Q. (2014). Komunikasi Antarbudaya (Di Era Budaya Siber). Jurnal Sosioteknologi. https://doi.org/10.5614/sostek.itbj.2014.13.3.10
Arasaratnam-Smith, L. A. (2016). An exploration of the relationship between intercultural communication competence and bilingualism. Communication Research Reports, 33(3), 231–238. https://doi.org/10.1080/08824096.2016.1186628
Brooks, C. F., & Pitts, M. J. (2016). Communication and identity management in a globally-connected classroom: An online international and intercultural learning experience. Journal of International and Intercultural Communication, 9(1), 52–68. https://doi.org/10.1080/17513057.2016.1120849
Creswell, J. W. (2015). Penelitian Kualitatif dan Desain Riset (memilih diantara lima pendekatan). In Penelitian Kualitatif.
Elli, D. M. (2017). The phenomenon and rise of influencer marketing and how it affect customer opinion and helps or damages brands. International Hellenic University.
García Canclini, N., & Schwartz, translated by M. (2009). How Digital Convergence is Changing Cultural Theory. Popular Communication, 7(3), 140–146. https://doi.org/10.1080/15405700903023442
Iman, M. (2020). Data Pengguna Instagram oleh Good News From Indonesia. https://www.goodnewsfromindonesia.id/2020/06/14/pengguna-instagram-di-indonesia-didominasi-wanita-dan-generasi-milenial
Jameson, D. A. (2007). Reconceptualizing Cultural Identity and Its Role in Intercultural Business Communication.
Kennedy, G. (2001). Social Media: Master Social Media Marketing. In Special Publication (Vols. 960–1, p. 164). https://doi.org/10.6028/NBS.SP.960-1
Liliweri, A. (2009). Makna Budaya dalam Komunikasi Antar Budaya. PT LKis Printing Cemerlang.
Macfadyen, L. P., Roche, J., & Doff, S. (2004). Communicating across Cultures in Cyberspace - A Bibliographical Review of Intercultural Communication Online.
Nasrullah, R. (2016). Media Sosial Perspektif Komunikasi, Budaya, Sosioteknologi. Simbiosa Rekatama Media, Bandung.
Patton, M. Q. (2014). Qualitative Research & Evaluation Methods. SAGE Publication.
Samovar, Larry A; Porter, Richard E; McDaniel, Edwin R; Roy, C. S. (2013). Communication between Cultures 8th Edition. In Wadsworth Cengage Learning.
Samovar, L. A., Porter, R. E., & R., M. E. (2010). The Perfect Partner to Enhance Your Learning Experience ! Also available from the authors who defi ned. www.ichapters.com
Shuter, R., & Chattopadhyay, S. (2014). A cross-national study of cultural values and contextual norms of mobile phone activity. Journal of Multicultural Discourses, 9(1), 61–70. https://doi.org/10.1080/17447143.2013.859262
Tajfel, Henry ; Turner, J. C. (1986). The Social Identity Theory of Intergrooup Behavior. Illinois: Nelson-Hall.
Ting-Toomey, S. (2010). Applying dimensional values in understanding intercultural communication. Communication Monographs, 77(2), 169–180. https://doi.org/10.1080/03637751003790428
Turkle, S. (2005). The second self: Computers and the human spirit. MIT Press.
Wood, Andrew F; Smith, M. J. (2005). Online Communication: Linking Technoloogy,Identity, and Culture. In Lawrence Erlbaum Associates. https://doi.org/10.1017/CBO9781107415324.004