VIRTUAL IDENTITY ON SOCIAL MEDIA: AN ANALYSIS OF THE SECOND ACCOUNT AND FAKE ACCOUNT PHENOMENON IN SOCIAL REPRESENTATION
Kata Kunci:
virtual identity, Generation Z, social representation theoryAbstrak
This research is motivated by the increasing use of social media, which encourages the
formation of virtual identity through the practice of secondary accounts and fake accounts. The aim of
this study is to analyze the construction of virtual identity among Generation Z within the framework of
Moscovici’s Social Representation Theory (SRT), emphasizing the processes of anchoring and
objectification in the formation of social meaning. The initial hypothesis suggests that digital identity is
fragmented and contextual, depending on the social function of each account. This study employs a
descriptive qualitative approach within the constructivist paradigm. The research subjects consisted of
eight Generation Z informants who are active on social media and have alternative accounts. Data were
collected through in-depth interviews, digital observation, and documentation, then analyzed using open
coding, axial coding, and selective coding, along with thematic analysis based on SRT. The findings
reveal that virtual identity is formed in three main layers: the main account as a curated public
representation, the secondary account as a space for personal and emotional expression, and the fake
account as a tool for anonymity and social observation. These results align with previous studies that
position alternative accounts as impression management strategies, yet extend them within the context
of social representation and power relations. The processes of anchoring and objectification are evident
through digital symbols such as usernames, language styles, and interaction patterns. This study
concludes that virtual identity is an adaptive and layered social construct, serving as a communication
strategy for negotiating public–private boundaries, social control, and authenticity in the digital space.
Unduhan
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