Analysis of Self-Presentation in dr. Richard Lee's Social Media Accounts as a Public Figure in Indonesia
Analisis Presentasi Diri dalam Akun Media Sosial dr. Richard Lee di Akun Media Sosial sebagai Public Figure di Indonesia
Abstract
This research aims to analyze the self-presentation strategies implemented by Dr. Richard Lee, a public figure in Indonesia, via his social media account. In this research, the author refers to the self-presentation theory put forward by Erving Goffman, which explains how individuals manage the impressions they convey to audiences in various social situations. With a qualitative descriptive approach, data was collected through observation of Dr. Richard Lee, which includes published videos, photos and texts. The research results revealed that Dr. Richard Lee applies a front stage strategy to build his professional image as a beauty doctor and educator, while creating a personal relationship with the audience through content that tends to be informal and humorous.
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