DINAMIKA KOMUNIKASI YANG TERBENTUK MELALUI SELF-PRESENTATION DI MEDIA SOSIAL (STUDI KASUS: PADA GEN Z)

This study aims to examine how Generation Z presents themselves (self-presentation) on social media and the communication dynamics that emerge from these activities. The study employed a qualitative, descriptive approach using a case study method. Data collection was conducted through in-depth interviews, observation, and documentation of Generation Z students who are active on social media. Data analysis was conducted using the Miles and Huberman model, which includes data reduction, data presentation, and conclusion drawing.
The results show that Generation Z's communication dynamics on social media are shaped by different self-presentation practices on each platform. These differences reflect how individuals adapt their communication styles to suit the nature of the medium and the desired interaction goals. Instagram is primarily used to construct structured and selective self-presentations, TikTok is a more spontaneous and expressive communication space, while X is utilized as a means of more openly conveying opinions and experiences. These findings indicate that Generation Z's communication dynamics are evolving to become more visual, rapid, adaptive, and interactive. Furthermore, audience engagement through responses, feedback, and interactions also influence the process of self-formation, adjustment, and presentation in digital communication.