EXPLORING VIRTUAL PERSONA FOR DIGITAL STORYTELLING ON SOCIAL MEDIA INSTAGRAM WITH FACTOR ANALYSIS (CASE STUDY: VIRTUAL PERSONA EMI AYAMI @EMI.AYAMI)

• Main Author: Hanifah Arief, Alima
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/62806
• Institution: Institut Teknologi Bandung

Within social media, users can develop anonymous personas who are not bound by the social conventions of the offline world. This possibility extends to the birth of digital characters on social media, using the platform like any other human. There is a considerable lack of research involving virtual persona, as such, we would like to contribute with this study. This research focused on social media Instagram as it focuses on visual communication. The purpose of this research is to (1) examine how virtual persona builds engagement with digital storytelling on social media Instagram and (2) designing virtual persona for digital storytelling purpose on Instagram. This study combines literature review, comparative study, and questionnaire in its research process. A literature review was conducted to provide researchers with theoretical background needed for the research. Virtual personas who conducted digital storytelling on Instagram such as Miquela Sousa (@lilmiquela), Seraphine Song (@seradotwav), and Liv (@livinthefuture), are selected for the comparative study of this research. From the literature review and comparative study, 27 questions were designed for the questionnaire. Later, the questionnaire data were analyzed with SPSS application and Principal Component Analysis (PCA) method. Results show there are five factors that play a part in virtual persona and their digital storytelling on social media – interactive narration, humanely content, positive behavior, realistic setting, and character design. These five factors provide a guideline on creating virtual persona, which we applied these in the process of designing virtual persona Emi Ayami @emi.ayami on Instagram. The design process itself included brainstorming, creating concept art, breaking down stories into microcontent, drawing ‘photo’ illustrations and writing the caption which will be implemented on Instagram.