Influencers as Cultural Actors: Image Construction, Identity Representation, and Digital Communication Practices

Abstract

This study aims to examine influencers as cultural actors in the processes of image construction, identity representation, and digital communication practices within contemporary social media environments. The research employed a qualitative approach using digital ethnography and case study design because these methods enable an in-depth exploration of symbolic interaction, mediated communication, and identity negotiation in digital spaces. The research setting focused on digital communication environments across Instagram, TikTok, and YouTube platforms within urban digital communities in Jakarta, Indonesia. The study involved twelve informants consisting of influencers, digital communication practitioners, and active social media audiences. Informants were selected purposively based on digital engagement, communication relevance, and experience within influencer culture. The findings reveal that influencers function as cultural actors who strategically construct public images, negotiate social identities, and shape cultural meanings through participatory communication practices. Influencers also utilize authenticity, symbolic visualization, and emotional interaction to maintain digital legitimacy and audience engagement. The study recommends strengthening digital literacy, ethical social media communication practices, and interdisciplinary research concerning influencer culture within contemporary networked societies.