Multiple Identity on Nano Celebrity Instagram Account Sidoarjo

Abstract

Social media, especially Instagram, has become a strategic space for nano celebrities to present and manage multiple identities simultaneously. This study aims to analyze how the concept of multiple identities is presented by nano celebrities in Sidoarjo. Using a qualitative approach through netnography method and identity management theory from Imahori and Cupach, this study found that subjects such as @q_annisa and @siscaks04 actively construct identities as mothers, wives, food vloggers, and complementary social figures.  They utilize visual elements such as photos, videos, captions, and Instagram features such as stories, reels, and feeds consistently to strengthen their diverse digital personas. In addition, research shows that the presentation of content that can be connected to the audience's experience, as well as mutual interaction with the audience through comments and stories are key factors in building loyalty and trust among followers. @q_annisa and @siscaks04, present identities as private individuals, professionals, as well as part of a social community, each of which is tailored to the context and expectations of the audience. The results of this study confirm that the representation of multiple identities is done consciously and structurally, making nano celebrities not only as media users, but also as strategic actors in shaping their image.