Apsi, Muhammad Gandhi (2023) Dramaturgi Sebagai Alat Pembentuk Citra Diri Infulencer Marketing Di Kota Pekanbaru Pada Sosial Media Instagram. Other thesis, Universitas Islam Riau.

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Abstract

Instagram social media is not only used as a medium of communication and information, but Instagram social media can be used as one to construct self- image by showing various activities. This study aims to find out how Dramaturgy is a tool for forming self-image rather than influencer marketing in Pekanbaru City in forming self-image and knowing what factors influence it. This study used a qualitative method by conducting interviews and collecting documentation from five research subjects, namely influencers in the city of Pekanbaru who actively use Instagram. This study uses the theory of Dramaturgy by Erving Goffman which explains self-image. The results of the study explain how informants play two roles in their lives between social media and the reality of personal life. The self-image on the front stage is done in various ways by considering the setting, appearance (appearance) attributes, and style or attitude (manner). Whereas on the back stage is the reality that exists in the daily lives of individuals, such as activities and appearances where there are differences between the front stage and the back stage.

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