Membangun Identitas Profesional melalui Presentasi Diri di LinkedIn: Studi Dramaturgi

Abstract

Abstract. LinkedIn has become a professional social networking platform that is increasingly used by university alumni to build a professional image, expand professional networks, and enhance career opportunities. Through LinkedIn, users engage in self-presentation by selectively displaying professional information that reflects the image they intend to convey to professional audiences. This study aims to examine how alumni of the Faculty of Communication Science, Universitas Islam Bandung (UNISBA), class of 2019–2020, perform self-presentation on LinkedIn through front-stage performances, backstage management, and impression management in building a professional image. This research employed a qualitative method using Erving Goffman's dramaturgical approach. Data were collected through in-depth interviews, digital observation, and documentation involving seven key informants and one supporting informant. The findings indicate that alumni build their professional image through profile photos, professional headlines, work experiences, skills, certifications, and professional activities displayed on LinkedIn. Behind these performances, they consciously manage information by selecting relevant content, considering audience expectations, and filtering information that may create negative professional impressions. The integration of front-stage and backstage performances forms an impression management process that contributes to the construction of a professional image. The study concludes that a professional image on LinkedIn is constructed through a conscious process of self-presentation and strategic information management in accordance with professional goals.

Abstrak. LinkedIn merupakan media sosial profesional yang semakin banyak dimanfaatkan oleh alumni perguruan tinggi untuk membangun citra profesional, memperluas jaringan, dan meningkatkan peluang karier. Melalui platform ini, pengguna melakukan presentasi diri dengan menampilkan informasi profesional secara selektif guna membentuk citra yang diinginkan di hadapan audiens profesional. Penelitian ini bertujuan untuk menganalisis bagaimana alumni Fakultas Ilmu Komunikasi Universitas Islam Bandung (UNISBA) angkatan 2019–2020 melakukan presentasi diri di LinkedIn melalui pengelolaan panggung depan (front stage), panggung belakang (back stage), serta manajemen kesan (impression management) dalam membangun citra profesional. Penelitian ini menggunakan metode kualitatif dengan pendekatan dramaturgi Erving Goffman. Data diperoleh melalui wawancara mendalam, observasi digital, dan dokumentasi terhadap tujuh informan utama serta satu informan pendukung. Hasil penelitian menunjukkan bahwa alumni membangun citra profesional melalui penggunaan foto profil, headline profesional, pengalaman kerja, keterampilan, sertifikasi, dan aktivitas profesional di LinkedIn. Di balik penampilan tersebut, informan secara sadar melakukan seleksi informasi, mempertimbangkan ekspektasi audiens, serta menyaring konten yang berpotensi menimbulkan persepsi negatif. Pengelolaan panggung depan dan panggung belakang membentuk proses manajemen kesan yang berkontribusi pada pembangunan citra profesional. Penelitian ini menyimpulkan bahwa citra profesional di LinkedIn dibangun melalui proses presentasi diri dan pengelolaan informasi yang dilakukan secara sadar sesuai dengan tujuan profesional yang ingin dicapai.