MANAGEMENT PENGELLAAN PADA AKUN PERTAMA DAN AKUN KEDUA IINSTAGRAM GEN Z: (Studi Kasus Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2022 & 2023)

This study aims to analyze the differences in content, usage motives, and identity formation between original and alter Instagram accounts of students majoring in Communication Studies at the University of Muhammadiyah Malang, Class of 2022-2023. This research employed a qualitative approach with a descriptive type and case study method. Using purposive sampling, data was collected through interviews and documentation to understand the meaning behind the use of the two accounts. The results indicate significant differences in function between original and alter Instagram accounts. Original accounts tend to be used for a more formal, structured self-presentation, and aim to build personal branding and maintain an image consistent with the user's desired image and social norms. Conversely, alter accounts serve as a space for freer self-expression, fulfilling the need for privacy, and posting content inconsistent with the user's image. Through these two accounts, UMM Communication Science students from the 2022 and 2023 classes manage their digital identities in a balanced way to meet their needs for self-image, privacy, freedom of expression, and emotional needs in the digital age, particularly on Instagram.