Healing Ataukah Personal Branding : Pandangan Gen Z terhadap Fenomena Penampilan Selebgram melalui Instagram

Abstract

Healing is generally defined as the process of healing, whether physically, mentally, or spiritually. In the context of traveling activities, healing can be interpreted as an effort to recover from pressure or problems experienced in daily life through traveling activities. Constructing visual narratives through travel posts that reflect the lifestyle, values, and social differentiation that you want to display. One of the platforms for viral healing activities is Instagram social media. Instagram as a forum for Gen Z in building personal branding to project an attractive and authentic self-image. This study aims to look at Gen Z's view of healing or personal branding of themselves by looking at the phenomenon of the appearance of celebgrams through Instagram. The research method used is quantitative. The population in this study was 195 respondents through free and random observation based on individual questions determining healing or personal branding. In the analysis of Self Identity theory by Manuel Castells (1997) healing activities can affect the process of identity formation. There are 3 types of identity forms according to Castells, namely legitimizing identity, resistance identity, and project identity. In this study, Gen Z builds a self-image, namely the project identity of Manuel Castells which is then reflected in the personal brand that has been built in the current digital era. The sampling technique of this research is non-probability sampling based on operational construct sampling. Based on the research findings, it shows that Gen Z utilizes the healing phenomenon as a way to form a self-image. The results of the research analysis between the healing variable and personal branding show that there is no significant positive relationship, meaning that what Gen Z respondents do regarding healing activities is not a form of personal branding but a personal brand process. This is shown based on the frequency of data, mean values on indicators, therapy, relaxation, meditation, distinctiveness, relevance and consistency in healing activities by Gen Z on the Instagram social media platform.