Communication by Wardah Youth Ambassadors in Bogor to Build Self-Confidence on Instagram

Abstract

The development of digital communication technology has significantly transformed the way individuals interact, construct identity, and present themselves in public spaces, particularly through social media. Instagram, as a dominant visual-based platform, has become a strategic space for building self-image and demonstrating self-confidence among youth. This study aims to analyze the communication strategy of Wardah Youth Ambassador (WYA) Bogor in building self-confidence through Instagram. Using a qualitative descriptive approach, data were collected through in-depth interviews with 5 informants, non-participant observation of Instagram activities, and documentation. The findings reveal that WYA Bogor's communication strategy operates through two interrelated dimensions: communication planning encompassing structured content preparation, clear goal-setting, audience adaptation, and strategic use of Instagram features (feed, story, reels, live, caption) and communication management, which includes active two-way interaction with followers, constructive response handling, and consistent communication style. Self-confidence is built through a self-presentation process grounded in Goffman's dramaturgy theory (1959), involving front stage performance (positive, friendly, confident self-image with natural expressions and body language) and back stage preparation (physical, visual, and mental readiness through outfit selection, lighting setup, and speech practice). Supported by Bandura's self-efficacy concept (1997) and Lauster's self-confidence aspects (2003), the study confirms a reciprocal relationship between communication strategy and self-confidence. Instagram, for WYA Bogor, is not merely a content-sharing platform but an active digital space for identity formation and youth self-confidence development through planned and strategic communication processes.