Flexing as a Personal Branding Strategy for Content Creators in Palangka Raya on Social Media

Abstract

The growth of social media has sparked a surge in personal branding among content creators, particularly in showcasing their lifestyles, achievements, and self-image in the digital space. This study aims to analyze how content creators in Palangka Raya build their personal brands through social media and to examine netizens’ perspectives on this phenomenon. This study employs a qualitative approach using content analysis, based on observations of Instagram and TikTok content from several local content creators. The analysis draws on Guy Debord’s theory of the society of the spectacle. The results indicate that personal branding is achieved through visual symbols such as lifestyle, daily activities, accomplishments, and social achievements that are consistently displayed on social media. This phenomenon has sparked various reactions from netizens. Some netizens view personal branding as a form of creativity, motivation, and a strategy for building one’s reputation. However, others argue that this practice tends to lead to a culture of “flexing” and excessive image-building, which can trigger envy and social comparison. Thus, personal branding on social media is not only a means to build a digital identity but also shapes a new social reality influenced by visual presentation and public recognition