Dramaturgi dalam Konstruksi Citra Diri Pengguna Iphone pada Kalangan Mahasiswa Universitas Sumatera Utara

Abstract

This study aims to understand the motives of students in using the Iphone as part of their self-image construction. Additionally, it examines how the concepts of "front stage" and "back stage" from Erving Goffman's dramaturgical theory are applied in the daily lives of students. The research employs a qualitative method with a phenomenological approach. Data collection techniques include observation, interviews, and documentation. The unit of analysis consists of 16 informants who are active students at the University of Sumatera Utara, providing insights into the "front stage" and "back stage" experiences of Iphone users. Informants were selected using accidental sampling techniques. By applying Erving Goffman's dramaturgical theory, this study aims to identify the motives of Iphone-using students and analyze the differences between their "front stage" and "back stage" behaviors. The findings indicate that the use of Iphones among students is driven by several motives, including the desire to enhance self-image, demonstrate social status, and boost self-confidence. The Iphone serves as a powerful personal branding tool, assisting students in constructing their social identity within the campus environment. In the context of dramaturgy, students tend to present a more favorable self-image in the "front stage." However, in the "back stage," many Iphone users acknowledge that their use of the device is often financially supported by their parents. While they strive to project a classy image in public, the reality is that the purchase and maintenance of the Iphone, such as replacing chargers or cases, are largely funded by their parents.