How Woman Presents Herself Online Exploring The Practice of Personal Identity Through Brand of Member of Female Daily Forums

Fatma Dian Pratiwi, - (2018) How Woman Presents Herself Online Exploring The Practice of Personal Identity Through Brand of Member of Female Daily Forums. In: The Asian Conference on Media, Communication & Film 2018 Official Conference Proceedings, October, 9 - 11, 2018, Tochi Center, Tokyo Japan.

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Abstract

This paper consider the role of brand as a media to present a woman in a virtual community in Indonesia called Female Daily Forums. In the absence of face to face communication, the member need something to identify to as they communicate to one another. Spesifically, the research looks at how certain brand is related to the daily production of member’s identity. In order to seek answer for the research question, this study employed netnographic-like observation of the participant when they communicate in the forum. I analyze this problem by using the theory of Irving Goffman onimpression management. Later on, this theory developed by Andrew Wood and Matthew Smith into virtual context that discuss how this identity applied on the internet. Wood and Smith said that identity is “a complex personal social construct, consisting in part of who we think ourselves to be, how we wish others to perceive us, and how they actually perceive us.” The finding of the research shows that the member Female Daily Forums use brand as positive self presentation. Through her possession of information about certain brand, she become the opinion leader and she is known as the master of the brand. In this social media context, in which participants in this research produce branded content, therefore, shape their identity as well. They become the source of information about certain brand for example @Bluepanda for the brand Sulwashoo and The History of Whoo, and @Lizvan for the brand SK II, while they are not the official representative of the company which own the brand.

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