Abstract:
In the digital era, personal branding has become a crucial element of self-presentation, particularly on visually driven
platforms like Instagram. This study explores how Aries Lukman, a prominent mobile photography expert, strategically
constructs his digital identity to build a credible and influential online presence. Drawing upon Erving Goffman’s
dramaturgical theory, which likens social interactions to theatrical performances with distinctions between frontstage and
backstage behaviours, the research positions Instagram as a stage where Aries performs a carefully curated version of himself.
His frontstage consists of aesthetically consistent posts that showcase his creative expertise and solidify his professional
identity within the photography community. Simultaneously, his backstage includes the unseen labour of content planning
and business management, reinforcing the credibility of his public persona. Through this dual performance, Aries enhances
his visibility and positions himself as a thought leader in both mobile photography and corporate domains. By examining his
use of dramaturgical strategies, this study contributes to the broader understanding of how professionals maintain personal
brands and manage digital reputations in contemporary social media environments.
