Impression management komunitas daring

Arindita, Ruvira and Nasucha, Muchammad and Arifah, Nursalsa and Lubna, Shafiyya (2021) Impression management komunitas daring. Jurnal Komunikasi Global, 10 (1). pp. 54-76. ISSN 2614-218X

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Abstract

Given modern mothers’s challenges, the existence of community is warmly welcomed. Halo Ibu as online media-based community is there to be place for mothers to share and support each other. In order to exist and thrive community requires good support from stakeholders. Thus, the purpose of this qualitative descriptive research is to acquire the impression management of daring community to build relations with stakeholders. The main concepts used are impression management, stakeholder relations theory and community. Data gathering method used is observasion and in-depth interview with the pendiri and member of community. The results show that front stage of community are community’s onlie media: Instagram, Website, YouTube and WhatsApp Group, while back stage is community’s meeting session. Two stakeholders for community are as follows: main stakeholder (mothers) and supportive stakeholder (brands/sponsors, other community and public figure). Halo Ibu uses different strategy to build and maintain relation with respective stakeholders. With mothers: ingratiation, exemplification and self-supplication. Meanwhile, with supportive stakeholders: self-promotion and exemplification. This research concludes that mothers being the most prioritized stakeholder on impression management because the existence of active and supportive community members is the key to attract supportive stakeholders to work together.

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