Penggunaan Akun Ganda Instagram oleh Perempuan Generasi Z: Studi Tentang Identitas dan Gender di Ruang Digital

Abstrak

This study aims to analyze the use of multiple Instagram accounts by Generation Z women in managing identity and gender in the digital space. Instagram, as a visual-based medium, presents aesthetic demands, self-image, and social surveillance that encourage users to differentiate between primary and secondary accounts. This study used a qualitative approach with an interpretive phenomenological design combined with social media ethnography. Data were obtained through in-depth interviews, digital observation, and documentation with six Generation Z women aged 18–24 who actively use multiple Instagram accounts. Data analysis was conducted using thematic analysis with reference to Erving Goffman's dramaturgy theory, Judith Butler's gender performativity, and Michel Foucault's concepts of power and surveillance. The results show that the primary account functions as a front stage for building self-image and personal branding, while the secondary account is interpreted as a back stage, enabling more authentic, private self-expression, and freedom from social pressure. This study concludes that multiple accounts are a strategy for Generation Z women in negotiating identity and gender in the digital space.