scholarly journals PENGUNGKAPAN DIRI PENGGUNA AKUN AUTOBASE TWITTER @SUBTANYARL

2020 ◽  
Vol 3 (1) ◽  
pp. 34-54
Author(s):  
Lisa Mardiana ◽  
Anida Fa’zia Zi’ni
Keyword(s):  
Social Media ◽  
Qualitative Methods ◽  
Social Rejection ◽  
Personal Life ◽  
Theory Analysis ◽  
Personal Problems ◽  
Self Disclosure ◽  
Life Problems ◽  
The Social ◽  
Depth Interviews

AbstrakFenomena  curhat  atau  mencurahkan  masalah  pribadi  sebagai  bentuk pengungkapan diri melalui media sosial semakin marak terjadi. Salah satu media sosial yang dimanfaatkan oleh masyarakat Indonesia adalah akun autobase atau automatic  fanbase Twitter yang bersifat anonim sehingga  menjadi wadah  bagi pengikutnya   untuk   menanyakan   dan   menyampaikan   segala   permasalahan, seperti halnya pada akun @subtanyarl. Tujuan penelitian ini adalah untuk mengetahui  bentuk  dan  alasan  pengungkapan  diri  pengguna  akun  autobase twitter  @subtanyarl  dengan  menggunakan  analisis  teori  self-disclosure. Penelitian dilakukan dengan metode kualitatif melalui wawancara mendalam dengan 7 orang narasumber yang merupakan pengguna akun tersebut. Hasil penelitian menunjukan bahwa pengungkapan diri atau self-disclosure yang dilakukan  oleh  pengguna  akun  @subtanyarl  berupa  pengungkapan  diri evaluative yang dilakukan dengan cara mengeskpresikan  rasa emosi, kesedihan dan kegundahan  pemikiran  melalui pesan  tertulis  yang menceritakan  masalah kehidupan  pribadi. Adapun  alasan pengungkapan  diri dalam akun @subtanyarl dilakukan untuk melepaskan beban perasaan agar lega dan nyaman, tanpa kekhawatiran bahaya ekstrem self disclosure berupa penolakan antarpribadi dan sosial, ataupun kesulitan intrapersonal,  karena dilakukan dalam media anonim. Pengungkapan   diri  juga  dilakukan  dengan   harapan  mendapatkan   dukungan moril, jawaban atau sekedar rasa empati dan simpati dari pengguna lainnya. Kata Kunci: Pengungkapan Diri, Twitter, Autobase, Ekspresi AbstractThe phenomenon  of confiding in or confessing personal problems as a form of self-disclosure through social media is increasingly happening. One of the social media used by the Indonesian  people is an anonymous autobase or automatic Twitter fanbase account so that it becomes a place for followers to ask questions and submit all problems, such as the @subtanyarl  account. The purpose of this study was to determine the form and reasons for self-disclosure  of users of the autobase twitter @subtanyarl account using self-disclosure theory analysis. The research was conducted  using qualitative methods through in-depth interviews with 7 informan  who  are users of the account.  The  results  showed  that  self-disclosure by users of the @subtanyarl account was in the form of evaluative self- disclosure by expressing feelings of emotion, sadness and anxiety through written messages that told about personal life problems. The reasons for self-disclosure in the @subtanyarl account are carried out to release the burden of feelings so that  they  are  relieved  and  comfortable,  without  worrying  about  the  extreme dangers  of self-disclosure  in the  form  of  interpersonal  and  social  rejection,  or intrapersonal difficulties, because it is done in anonymous media. Self-disclosure is also carried out in the hope of getting moral support, answers or just a sense of empathy and sympathy from other users. Keywords: Self-Disclosure, Twitter, Autobase, Expression

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

scholarly journals Game Changer: A Case Study of Social-Media Strategy in Big Ten Athletic Departments

2014 ◽  
Vol 7 (4) ◽  
pp. 516-532 ◽  
Author(s):  
Makayla Hipke ◽  
Frauke Hachtmann
Keyword(s):  
Social Media ◽  
Athletic Departments ◽  
Traditional Media ◽  
Big Ten ◽  
Study Approach ◽  
The Social ◽  
Depth Interviews ◽  
Social Media Strategy ◽  
Game Changer

This study used a case-study approach to develop an understanding of how social-media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following 6 themes emerged: connecting with target audiences, varied approaches in coordination of postings, athletic communications as content gatekeepers, desire to incorporate sponsors and generate revenue, focusing on building fan loyalty through engagement, and challenges of negativity and metrics. The social-media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments as opposed to marketing departments. The greatest benefit of social media has been the ease of engagement and instantaneous connection between fans and the teams they love, which can lead to building greater loyalty to a team. Some of the challenges departments face include having to deal with the reality of crises and negative attention around programs more quickly than with traditional media and to measure social-media success accurately.

scholarly journals Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media

2021 ◽  
Vol 2 (4) ◽  
pp. 529-544
Author(s):  
Daniel Zomeño ◽  
Rocío Blay-Arráez
Keyword(s):  
Social Media ◽  
Rapid Development ◽  
Editorial Content ◽  
Media Environment ◽  
The Social ◽  
Media Ecosystem ◽  
The Media ◽  
Media Formats ◽  
Depth Interviews

Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.

scholarly journals Utilization of the Tiktok Video Application as a Means of Showing Existence And Self-Disclosure of Teenagers on Social Media

2021 ◽  
Vol 04 (09) ◽  
Author(s):  
Esty Wulandari ◽  
Keyword(s):  
Social Media ◽  
Rapid Development ◽  
Self Disclosure ◽  
Social Penetration Theory ◽  
Video Application ◽  
The Social ◽  
Social Penetration ◽  
Use Of Social Media ◽  
Share Information ◽  
Stable Stage

Along with the rapid development of technology, the current use of social media by the community is also increasing. One of the social media that is currently on the rise is the TikTok application. TikTok application users come from various backgrounds and ages, including teenagers. Video-based TikTok features accompanied by music, writing, and pictures are considered attractive so that they are liked by teenagers as a means of showing their existence and self-disclosure. TikTok is also currently developing as a way to share information. The theory applied by the researcher was Alman and Taylor's Social Penetration Theory. In addition to such theory, this paper are supported and strengthened by the concepts of Self-Disclosure, Social Media, Teenagers, TikTok, and also Self-Existence. This paper was a qualitative descritpive study which applied a qualitative study method. This paper involved several informants namely teenagers who were also the users of the TikTok application. The inclusion criteria here were teenagers who had a TikTok account, were active on TikTok, and used TikTok as part of their existence and self-disclosure. The results of this study explored the process of self-disclosure and also the existence carried out by the informants in accordance with the stages proposed in the social penetration theory. Informants passed through the stages of self-disclosure sequentially from the orientation stage to the stable stage so that the existence of teenagers in presenting themselves on social media could be observed.

scholarly journals PERAN JARINGAN SOSIAL PADA KAMPANYE LINGKUNGAN DI MEDIA SOSIAL: KASUS KAMPANYE MELAWAN ASAP

INFORMASI ◽  
2016 ◽  
Vol 46 (1) ◽  
pp. 87
Author(s):  
Ika Hariyani
Keyword(s):  
Social Media ◽  
Social Network ◽  
Qualitative Method ◽  
Social Relation ◽  
Executive Board ◽  
The Social ◽  
Environmental Campaigns ◽  
The University ◽  
Depth Interviews

Campaigns nowadays are oftenly carried through social medias, including campaigns concerning the environment. Based on previous studies, effectivity of campaigns through social medias were affected by many factors, such as the activity of the online administrator, additional socialization that were carried off- line, and also the involvement of the active followers in social medias. However, this paper views environmental campaign in social medias could be effective if viewed from another side,that is social network. This study sees how social network can improve the effectivity of environmental campaigns in social medias,therefore it’s safe to say that this study brings an addition to previous studies related tofactors that influenced the effectivity of environmental campaigns that utilized social medias as a channel of communication. The method used for this paper is qualitative method, with case study on Melawan Asap (Fight the Haze) campaign initiated by BEM UI (Executive Board of Students of University of Indonesia) in 2015 to form an alliance consisting several organizations from inside and outside of the university. Collection of data for this study was done with in-depth interviews with certain informants, based on a criteria established previously by the author, beside an observation upon social media accounts that were used for Fight the Haze campaign. The result shows that the involvement of networks in social media affects the effectivity of Fight the Haze campaign. Also, the social relation between organizations that are united under the alliance of Fight the Haze campaign are based on sentimental network.Kampanye kian marak dilakukan dengan menggunakan media sosial, tidak terkecuali kampanye lingkungan. Berdasarkan kajian-kajian sebelumnya, keefektifan kampanye dengan menggunakan media sosial dipengaruhi oleh berbagai faktor seperti adanya administrator online yang aktif, adanya sosialisasi tambahan yang dilakukan secara offline, dan juga terlibatnya pengikut/followers di media sosial secara aktif. Namun, tulisanini melihat kampanye lingkungan di media sosial dapat efektif dari sisi lain yaitu dari jaringan sosial. Kajian ini melihat bagaimana jaringan sosial berperan dalam membuat efektif kampanye lingkungan di media sosial, sehingga dapat dikatakan bahwa kajian ini menambahkan penemuan dari kajian-kajian sebelumnya yang berbicara mengenai faktor yang membuat efektif kampanye lingkungan dengan menggunakan media sosial sebagai media komunikasinya. Metode yang digunakan dalam tulisan ini adalah metode kualitatif dengan studi kasus pada kampanye melawan asap yang diinisiatori oleh BEM UI 2015 untuk membentuk sebuah aliansi dengan menggandeng beberapa organisasi di UI dan juga dari luar UI. Pengambilan data dalam studi ini dilakukan melalui wawancara mendalam dengan informan- informan tertentu berdasarkan kriteria yang penulis tetapkan dan melakukan observasi terhadap akun media sosial yang digunakan untuk menyebarluaskan kampanye melawan asap. Hasil kajian ini menunjukkan bahwa keterlibatan peran jaringan di media sosial mempengaruhi efektifitas kampanye melawan asap, serta hubungan sosial antar organisasi yang tergabung dalam aliansi gerakan melawan asap terbentuk berdasarkan jaringan perasaan/sentiment.

scholarly journals THE INTERPRETATION AND ATTITUDE OF BODY SHAMING BEHAVIOR ON SOCIAL MEDIA (A DIGITAL ETHNOGRAPHY STUDY ON INSTAGRAM)

2020 ◽  
Vol 3 (1) ◽  
pp. 12-25
Author(s):  
Kusnul Fitria ◽  
Yessi Febrianti
Keyword(s):  
Social Media ◽  
Data Collection ◽  
Physical Condition ◽  
Ethnographic Study ◽  
The Body ◽  
Primary Data ◽  
Digital Ethnography ◽  
The Social ◽  
Negative Comments ◽  
Depth Interviews

The main objective of this research is to reveal the meaning and attitudes of victims of body shaming behavior on social media. Body shaming is the behavior of giving negative comments about a person's physical condition. Instagram is the social media most often used by body-shaming actors to carry out their actions. This research is a digital ethnographic study with primary data collection through digital observation, and in-depth interviews with five informants who were selected purposively. The results of this study, in general, encompass the description of three things which are: a) the awareness and experiences of the victim; b) the attitude of the victim; and c) the two ways interactions between the victim and the followers. The interpretation of the body shamming victims reflects body positivity and self-love form of content on their personal Instagram.

Social Media Usage among University Students in Malaysia

2013 ◽  
pp. 244-255 ◽  
Author(s):  
Norsiah Abdul Hamid ◽  
Mohd Sobhi Ishak ◽  
Syamsul Anuar Ismail ◽  
Siti Syamsul Nurin Mohmad Yazam
Keyword(s):  
Social Media ◽  
Personality Traits ◽  
Human Beings ◽  
Self Disclosure ◽  
Self Presentation ◽  
Media Usage ◽  
Virtual Self ◽  
Frequency Of Use ◽  
The Social ◽  
Social Media Platforms

Social media are playing an increasing role in today’s living. The social media platforms allow users to search, create, share, collaborate, and organise contents among them, and at the same time provide virtual self-presentation and self-disclosure of oneself. Social media were also claimed to give implications to human beings with regards to personality, yet these variables have not much been emphasised in previous studies. Thus, it is important to highlight the implications of social media on users’ personality. Given the issues and challenges faced by the country in profiling the adoption of social media and its implications in view of the perspective of personality, it is timely and significantly important to undertake this research in Malaysia. The objective of this chapter is to discuss a research conducted recently to determine the relationships between social media and personality traits. The specific objectives of this study are to identify the profile of social media adoption among students in Malaysia, including duration, frequency of use, purpose, and person/s that introduced the social media, and to determine the relationships between social media and personality traits.

scholarly journals More than a trivial pursuit: Public order policing narratives and the ‘social media test’

2020 ◽  
pp. 174165902091863
Author(s):  
Justin R Ellis
Keyword(s):  
Social Media ◽  
Digital Media ◽  
News Media ◽  
Public Discourse ◽  
Excessive Force ◽  
The Social ◽  
Police Accountability ◽  
Trivial Pursuit ◽  
Media Narratives ◽  
Depth Interviews

Social media has transformed public discourse on policing and the contest of control over the police image. This article draws on original, empirical research to conceptualise the phenomenon of the ‘social media test’ – the evolution of social media into a legitimate measure of police performance. Through in-depth interviews with police and non-police respondents the article maps the genealogy of, and provides perspective on, one of the first viral cases of bystander video of police excessive force in Australia filmed and uploaded to YouTube. The study shows the video’s impact on hegemonic mainstream and police news media narratives, processes of criminalisation and police accountability and the merit of narrative criminology in unpacking these phenomena. Police alluding to the ‘social media test’ in in-depth interviews shows that digital media in general and social media in particular can no longer be dismissed as peripheral or subsidiary to public discourse on policing in a digital society.

Playing to the Crowd

2018 ◽  
Author(s):  
Nancy K. Baym
Keyword(s):  
Social Media ◽  
Qualitative Methods ◽  
Digital Communication ◽  
Professional Musicians ◽  
New Approach ◽  
Online Audiences ◽  
Personal Connections ◽  
And Control ◽  
Depth Interviews ◽  
Increased Pressure

In Playing to the Crowd, Nancy K. Baym examines the shift toward more personal connections with audiences, offering an entirely new approach to media cultures and industries as she does. The book argues that workers in many fields are under increased pressure get online and connect with others to further their careers, a trend that musicians have long led. Using a dialectical framework, the book draws on in depth-interviews with a range of professional musicians and other qualitative methods to show how the rise of digital communication platforms transformed artist-fan relationships into something that can feel personal. Part I explores music as a means of communication and as a commodity, drawing out the tension between its social and commercial values. Part II looks at audiences, showing how they developed fandoms in the 20th century, how those fandoms came online, and the tension between participation and control musicians experience when they encounter online audiences. Part III looks at relationships, examining how, in contrast to the concert hall environment in which musicians and audiences may one have met, social media create a new potential and pressure for everyday, intimate relating and how musicians manage the tensions between closeness and distance this creates. Ultimately, the book argues that the relational labor musicians do is a significant mode of work, one which requires resources, skills, and strategies we must all understand.

scholarly journals First Impression Formation Based on Valenced Self-Disclosure in Social Media Profiles

2021 ◽  
Vol 12 ◽  
Author(s):  
Yuren Qin ◽  
Hichang Cho ◽  
Pengxiang Li ◽  
Lianshan Zhang
Keyword(s):  
Social Media ◽  
Impression Formation ◽  
Online Experiment ◽  
Self Disclosure ◽  
The Social ◽  
First Impression ◽  
Underlying Mechanisms

This study aims to understand how the valence of self-disclosure (operationalized as the dominantly positive vs. balanced vs. dominantly negative social media posts of a future collaborator) influences first impression formation on social media. We also focus on trustworthiness as a mediator and perceived homophily as a moderator to specify the underlying mechanisms through which self-disclosure valence affects first impression formation. The results from an online experiment (N = 204) suggest that self-disclosure valence has a significant effect on perceived trustworthiness and likability when individuals evaluate an unknown future collaborator using the social media profile. Trustworthiness mediates the effect of self-disclosure valence on likability when the individuals feel that they are dissimilar or even slightly similar to strangers. At that time, individuals tend to seek cues from both self-disclosure valence and perceived homophily to form the trustworthiness perception, and the influence of self-disclosure depends on the level of perceived homophily.

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