Analisis Strategi Impression Management Dalam Membentuk Personal Branding Selebgram Melalui Media Sosial Instagram

The use of social media which is increasingly rapid until it is used by most of the human population around the world forms a new phenomenon, namely the emergence of a new profession known as micro-celebrity. On social media, micro-celebrity Instagram is known as selebgram which comes from the abbreviation of Instagram celebrity. To expand and maintain an audience, an impression from the audience is needed by forming personal branding. There are 3 concepts of self-presentation practice for a micro-celebrity, namely: construction of identity, visibility, and fans interaction. This study uses affordances richness theory to see the ability of the Instagram media to convey the information needed to perform certain actions using several features. The information in question is the personal branding of the celebgram. The method used is descriptive qualitative because this research is social in nature which aims to examine the impression management of celebrities in depth, and to understand things related to the background of the program. To determine the research subjects, this researcher used a purposive sampling technique that was adjusted to the criteria in this study to obtain information. The technique for collecting data used was a combination of non-participant observation and semistructured interviews. In this study, it can be seen that, to become a celebgram, it is necessary to have the ability to master the use of technology to display personal branding maximally by utilizing richness and affordances owned by the diagra