FENOMENA GAYA HIDUP HEDONISME DI INSTAGRAM

(Studi Kasus Pada Mahasiswa Ilmu Komunikasi FISIP Universitas Baturaja)

Abstract

Instagram is one of the social media that is now being loved by all groups, especially young people. So that the current existence of Instagram social media has created an interesting phenomenon to be studied in a hedonistic lifestyle. Instagram users display a luxurious, contemporary, and branded lifestyle that aims to be judged more in the eyes of others. This study uses social identity theory as an analytical tool with a qualitative type and critical paradigm, the technique of determining the informants is purposive sampling. The results show that the hedonistic lifestyle among young people that occurs on Instagram, specifically shows the different levels of the hedonistic lifestyle among young people. The initial stage carried out is identification, defining oneself and being seen by others, then categorization to form groups of social categories, and social comparison which will compare social groups with certain categories, then displayed on Instagram for social identity. Every student will try to present themselves in every way so that they always look able to keep up with an ever-evolving lifestyle. By using branded goods, hanging out in cafes, taking vacations, changing private vehicles, even buying KW goods and thrifting just to show one's existence and improve one's quality so that they are considered more than others, get compliments, through the appearance of a hedonistic lifestyle on instagram.