Personal Branding Selebgram Hanum Mega Pra Pasca Perceraian : Analisis Teori Identitas Diri Dalam Pembentukan Citra Sosial Di Media Sosial
Abstract
This study aims to analyze the process of self-identity reconstruction of celebrity Hanum Mega after her divorce, through the perspective of self-identity theory and personal branding strategies on social media, especially Instagram. Hanum Mega, as a beauty influencer with millions of followers, faces an identity crisis due to a divorce accompanied by a scandal about her husband's infidelity. In this condition, she uses social media not only as a means of emotional expression, but also as a stage to reshape her social image as an independent and strong woman. This study uses a qualitative approach with a case study method, relying on interviews, observations, and literature studies. The results show that Hanum Mega builds a new narrative through visual consistency, captions, and two-way interactions with the audience to foster empathy and support. Selective strategies in disclosing information and framing messages are key to forming a new identity that is authentic but still controlled. These findings strengthen the relevance of Goffman's theory of dramaturgy and Erikson-Marcia regarding the crisis and achievement of identity in the digital context. This study contributes to communication studies, especially in understanding the dynamics of identity, personal branding, and social media as a tool for self-reconstruction in the digital era. Keywords : Identity Reconstruction, Personal Branding, Social Media, Hanum Mega, Self-Identity Theory
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