Identity Management Strategies of Sexual Minorities through Personal Branding on Social Media in Makassar

Abstrak

This study aims to analyze identity management strategies through personal branding on social media in Makassar City. The study employed a qualitative descriptive approach and was conducted from April to May 2026. The research involved five informants selected through purposive sampling based on the criteria of individuals belonging to sexual minority groups, residing in Makassar City, and actively using Instagram and/or TikTok. Data were collected through digital documentation, non-participant observation, and in-depth interviews, then analyzed using the Miles, Huberman, and Saldaña model, which consists of data condensation, data display, and conclusion drawing. The findings indicate that social media serves as a strategic space for identity management through personal branding by creating consistent content, utilizing lifestyle symbols, and maintaining active interactions with audiences. The informants consciously constructed digital identities that reflected their personal characteristics, social roles, and activities, such as content creators, active university students, and individuals with extensive social networks. The identities presented primarily emphasized a positive social image as part of their identity management strategy in the digital environment. From the perspective of Erving Goffman's dramaturgical theory, these practices represent a form of impression management, in which social media functions as the front stage for displaying carefully constructed identities, while more personal aspects of life are reserved for the back stage. This study demonstrates that social media functions not only as a communication platform but also as an important space for identity management, personal branding, social recognition, and the maintenance of social presence in the digital era.

Keywords: Personal Branding; Social Medial; Impression Management