STAGING A DIGITAL IDENTITY ON INSTAGRAM: A DRAMATURGICAL ANALYSIS OF ARIES LUKMAN’S PERSONAL BRANDING AS A MOBILE PHOTOGRAPHER

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.