HEDONISM AS AN IDENTITY OF INSTAGRAM SOCIAL MEDIA USERS

Abstract

The development of science and technonology was change the society structure. In digital era, the modern society built their identity on social media like Instagram. With using social identity theory, this research aims to know and explain the phenomenon of hedonism as identity of the Instagram users. The type of this research was qualitatif descriptive with virtual etnograph as a metode. The result of the research showed that informan assumed that there were the important thing to built an identity on Istagram, because it can help them to be accepted and considered to exist by other users. Hedonism life style that shown on Instagram then becomes the identity of them. It was the impact of the low commitment of each individual so that their behaviour were easily influenced by the social environment where the individual is inside.