IMPRESSION MANAGEMENT PERPUSTAKAAN DALAM MEDIA SOSIAL: KAJIAN DRAMATURGI PADA PENGGUNAAN INSTAGRAM PERPUSTAKAAN KOTA YOGYAKARTA

Annisa Nur Fatwa, NIM: 18200010261 (2021) IMPRESSION MANAGEMENT PERPUSTAKAAN DALAM MEDIA SOSIAL: KAJIAN DRAMATURGI PADA PENGGUNAAN INSTAGRAM PERPUSTAKAAN KOTA YOGYAKARTA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This thesis examines the impression management of Yogyakarta City Library on Instagram using Erving Goffman's dramaturgy frame. This theoretical frame is used to see the appearance phenomenon presented in the front region and the conditions that occur in the back region. The objectives of this study are to: 1) determine the impression management process carried out by the Yogyakarta City Library through social media Instagram seen from a dramaturgy perspective, 2) determine the impression management strategy used in Instagram social media uploads as the front stage by adopting strategic theory impression management proposed by Jones and Pittman, 3) find out how readers' perceptions of the suitability of uploads on the front stage of Instagram with the reality of library conditions in the field. This research is a qualitative study with a descriptive approach. Data collection was carried out by means of interviews, observation and documentation. The data validity test was conducted using triangulation techniques. Meanwhile, data analysis techniques use data reduction, data presentation, and drawing conclusions. The results showed that, first, the impression management process consisted of choosing a username @puskotjogja which was considered a familiar name by the public, especially people in the Yogyakarta City area, selecting a profile photo, and bio which were included on Instagram social media accounts as a form of self-assertion that is visible in the front area. Meanwhile in the back area, it includes the preparation of upload materials, both photos and videos taken using cellphones and cameras, which are obtained from social media managers who take moments and also from fellow librarians, giving watermarks, and selecting captions. Second, the impression management strategy used consists of five strategies proposed by Jones and Pittman, namely ingratiation, intimidation, self-promotion, exemplification, and supplication, although not all of the tactics in these strategies are used. Of the five strategies, ingratiation and self-promotion are the most widely used actions on social media uploads @puskotjogja. Third, the view of the library user on the front area on Instagram @puskotjogja states that in terms of the appearance that is presented as a whole it looks normal because it doesn't use too many edits, but the library tries to show the best side of the library in every available upload. For the reality of the conditions in the Yogyakarta City Library environment, users think that it is in accordance with what is displayed on Instagram social media, although ix sometimes there are librarians who are not friendly and some facilities are still lacking by users

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