Influencer Communication Strategies in Dealing with Cyberbullying on Instagram

DOI

10.2991/978-2-38476-132-6_16How to use a DOI?

Keywords

cyberbullying; Instagram; communication strategy; influencer; SCCT Theory

Abstract

Based on UNICEF data from cyberbulling as of 2019, the number of victims in Indonesia reached 45%. Cyberbullying has a negative impact, especially for influencers who have a large following. The purpose of this study was to find what kind of communication strategies used and how influencers deal with cyberbullying on Instagram in Indonesia. This study conduct based of Situational Crisis Communication Theory (SCCT) from Timothy W. Coombs and Sherry J. Holladay. In addition, this study also focused in concept of crisis management in the scope of communication. The method used is qualitative descriptive with data collection techniques through interviews with influencers in Indonesia have a minimum of 10,000 followers. The result of this study is, there are three classifications of cyberbullying mild, moderate, and severe. There are three strategies carried out by influencers, namely denial, the diminishment strategy and bolstering. The denial strategy is an influencer’s way of avoiding cyberbullying at a mild stage. Diminishment strategy is a way in which influencers limiting their communication with netizens and reduce the use of Instagram in order to minimize the impact of cyberbullying on a certain period of time. Bolstering strategy is the communication of influencers responding to cyberbullying by providing clarification in order to build a positive relationship between influencers and netizens from cyberbullying issues.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Nur Laili Mardhiyani
AU  - Muhammad Zidan Rendra
AU  - Rizky Prasetyo
AU  - Alvian Wibowo
AU  - Bimo Wibowo
PY  - 2023
DA  - 2023/10/31
TI  - Influencer Communication Strategies in Dealing with Cyberbullying on Instagram
BT  - Proceedings of the 6th International Conference on Vocational Education Applied Science and Technology (ICVEAST 2023)
PB  - Atlantis Press
SP  - 175
EP  - 183
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-132-6_16
DO  - 10.2991/978-2-38476-132-6_16
ID  - Mardhiyani2023
ER  -