Self-Representation of Scooterists through Instagram Social Media (Analytics on Instagram Accounts@arug000)

Amelia Fitri; Aidil Fitrian

Self-Representation of Scooterists through Instagram Social Media (Analytics on Instagram Accounts@arug000)

Authors

Amelia Fitri Universitas Islam Riau
Aidil Fitrian Universitas Riau

Keywords:

CDA, healthy lifestyle, content commodification

Abstract

The development of social media, especially Instagram, has changed the way individuals and communities construct and represent their identities in the digital space. This study aims to analyze scooterists' self-representation through Instagram social media with a case study on the account @arug000. This study uses a qualitative approach with netnography methods to understand the practices of visual representation, narrative, and social interactions that shape the digital identity of scooterists. The theoretical framework used is Stuart Hall's theory of representation, which emphasizes a reflective, intentional, and constructionist approach in the production of meaning. Data were obtained through non-participatory observation of uploaded photos, videos, captions, hashtags, and audience responses on the account. The results show that the Vespa is represented not only as a means of transportation but also as a symbol of status, freedom, and lifestyle that shapes the identity of scooter riders. Instagram functions as a strategic space for constructing individual and collective identities through consistent visual and narrative channels. In addition, digital scooter identities are fluid and dynamic, formed through continuous interactions between account owners and audiences. This study confirms that Instagram plays a significant role in the process of self-representation and identity construction of automotive subcultures in the digital era.

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Self-Representation of Scooterists through Instagram Social Media (Analytics on Instagram Accounts@arug000)