PERILAKU BERMEDIA SOSIAL GEN-Z MELALUI AKUN KEDUA DAN AKUN KETIGA INSTAGRAM (Studi Kasus Mahasiswa Ilmu Komunikasi UMM Pemilik Akun Kedua dan Ketiga)

The growing development of social media has given Generation Z greater freedom in managing and presenting their identities in the digital space. One emerging phenomenon is the use of more than one Instagram account, namely a second and a third account. This phenomenon occurs because Generation Z wants to differentiate between their personal needs and their public needs. This study aims to understand how UMM Communication Science students, batch 22, who have second and third accounts, use social media on Instagram. This study uses the Uses and Gratifications theory to understand how students choose and use social media according to specific needs. In addition, the researcher uses Erving Goffman's dramaturgy theory as a support to explain how students manage self-presentation. Using a qualitative approach with a case study method, this study was conducted by collecting data through interviews and documentation studies involving six UMM Communication Science students. The results show that additional accounts are used to fulfill the needs of self-expression, maintaining privacy, managing self-image, and distinguishing audiences. The main account is used for more formal needs, while the second account is more casual and the third account is used for more private needs. The motives for having these additional accounts are related to emotional needs, information needs, social needs, and the need to strengthen identity. These findings show that using additional accounts is a way for Generation Z to manage their social media identities and adapt how they appear to different audiences on social media.