Survei Korelasi Antara Motivasi Pencarian Popularitas dan Perilaku Berinstagram

Alia Nur Fitra, Pulung Setiouci Perbawani

2016 | Skripsi | Ilmu Komunikasi

ABSTRACT Popularity is something a lot of people dreamed of. Fame, fabulous life, grand mansion and unlimited cash are things that seem to follow popularity. At least that is how popularity looked like in Indonesians perspective. All the popular figures most people knew are the celebrities who played movies, appear on television and magazines. Since the rise of social media, came along these figures who are popular in the digital world without playing any movies, commercials, nor doing any interview in the magazine. These people are known as micro celebrity. They are social media active, and their activity looked nice and tidy as if they did that to attract netizen's attention. The life of these micro celebrities are very accessible to all social media users. The 'great life' they share make a lot of people envy and ended up wanting the same thing. These envy netizen wanted the 'reward' of being popular so they designed their social media to attract other netizen to reach popularity. This phenomenon in the digital world interested this researcher to see the correlation between the motive in gaining popularity with people's social media behavior in Instagram. Keyword: digital popular, personal branding, quantitative research, instafame.

Kata Kunci : Branding