IDENTITAS DIGITAL ANAK MUDA DI KOTA KENDARI: Representasi Diri, Personal Branding dan Privasi Digital

Abstrak

The development of digital technology has encouraged young people to construct and present their identities in virtual spaces. This study aims to understand how young people in Kendari City construct digital identities through practices of self-representation, personal branding, and privacy management on social media. The research approach employed is a descriptive qualitative method, utilizing data collection techniques that include in-depth interviews and observations of the informants' online activities. The research results show that young people use digital platforms not only as a means of communication, but also as a space for self-expression and a strategy for building a personal image. Self-representation often conforms to digital social norms and the desire for public recognition. Meanwhile, awareness of digital privacy varies, depending on an individual's level of understanding and experience with cyber risks. This research confirms that young people's digital identities are the result of the interaction between the desire to present themselves, the need for social acceptance, and efforts to maintain privacy boundaries in an increasingly open digital environment.

Kata kunci

• Digital Privacy
• Identitas Digital Anak Muda
• Youth
• digital identity
• personal branding
• self-representation