AULIA, MITHA (2025) DRAMATURGI DAN JOHARI WINDOW DI MEDIA SOSIAL (Studi Pada Pengelolaan Kesan Gen Z di Instagram). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Instagram has become a space of interaction utilized by Generation Z to shape and manage self-presentation in the eyes of the public. As a digital-native generation, Gen Z is highly aware of how they wish to be perceived online, particularly through visual platforms like Instagram. This study aims to explore how impression management strategies are carried out by Gen Z on Instagram, using Erving Goffman's dramaturgical theory and the Johari Window model as analytical frameworks. The research adopts a descriptive qualitative approach within a post-positivist paradigm. The subjects of the study consist of six informants selected through purposive sampling. Data were collected through in-depth interviews and observations of each informant’s Instagram account, along with literature studies and documentation as secondary sources. Data analysis was conducted through data reduction, data presentation, and drawing conclusions. The findings reveal that Gen Z constructs their self-image in the front stage through aesthetically curated posts, while their more authentic side is revealed in the back stage, such as through second accounts or the close friends feature. Within the Johari Window framework, content shared publicly reflects the open area, whereas aspects of the self known only to the user fall under the hidden area, and impressions perceived by others but unknown to the user belong to the blind area. In conclusion, Instagram functions as a performative space where Gen Z’s identity is actively negotiated between public expectations and the desire for authenticity. Keywords: Instagram, Gen Z, Dramaturgy, Impression Management, Johari Window Media sosial Instagram kini menjadi ruang interaksi yang dimanfaatkan oleh Gen Z untuk membentuk dan mengelola kesan diri di hadapan publik. Gen Z, sebagai generasi digital, memiliki kesadaran tinggi terhadap bagaimana mereka ingin dipersepsikan secara daring, terutama melalui media visual seperti Instagram. Penelitian ini bertujuan untuk mengetahui bagaimana strategi pengelolaan kesan dilakukan oleh Gen Z di media sosial Instagram dengan menggunakan perspektif teori dramaturgi Erving Goffman dan model Johari Window. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan paradigma postpositivisme. Adapun subjek penelitian yang terdiri dari enam informan yang dipilih melalui teknik purposive sampling. Teknik pengumpulan data meliputi wawancara mendalam dan observasi terhadap akun Instagram masing-masing informan, serta studi literatur dan dokumentasi sebagai data sekunder. Teknik analisis data dilakukan melalui proses reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa Gen Z membangun citra diri mereka di panggung depan (front stage) melalui unggahan yang telah dikurasi secara estetis, sementara sisi autentik mereka lebih banyak ditampilkan di panggung belakang (back stage), seperti melalui akun kedua (second account) atau fitur close friends. Dalam perspektif Johari Window, konten yang ditampilkan secara publik mencerminkan open area, sementara sisi diri yang hanya diketahui oleh pengguna termasuk hidden area, dan kesan yang ditangkap orang lain tetapi tidak disadari oleh pengguna termasuk dalam blind area. Kesimpulannya, Instagram menjadi ruang performatif tempat identitas Gen Z dinegosiasikan secara aktif antara ekspektasi publik dan keinginan untuk tampil autentik. Kata Kunci: Instagram, Gen Z, Dramaturgi, Pengelolaan Kesan, Johari Window
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