PERFORMATIVITAS TASTE FILM DAN REPRESENTASI DIRI PENGGUNA LETTERBOXD DI MEDIA SOSIAL

Abstract

Perkembangan media sosial telah mengubah cara individu membangun dan menampilkan identitas di ruang digital. Konsumsi budaya populer, termasuk film, tidak lagi hanya menjadi preferensi personal, tetapi juga digunakan sebagai sarana representasi diri. Penelitian ini bertujuan menganalisis bagaimana performativitas taste film direpresentasikan dalam diskursus publik mengenai Letterboxd serta menjelaskan bagaimana taste film berfungsi sebagai bentuk impression management dan cultural capital dalam konstruksi identitas digital. Penelitian ini menggunakan pendekatan kualitatif dengan teknik studi dokumentasi. Data diperoleh melalui penelusuran dokumen digital berupa profil pengguna Letterboxd serta diskursus publik di media sosial, khususnya X (Twitter) dan akun menfess film, serta artikel dan literatur ilmiah yang membahas Letterboxd, kemudian dianalisis secara interpretatif menggunakan teori dramaturgi Erving Goffman dan konsep cultural capital Pierre Bourdieu. Hasil penelitian menunjukkan bahwa Letterboxd telah berkembang menjadi ruang budaya digital yang memungkinkan pengguna mengkurasi identitas melalui elemen profil, fitur four favorite films, dan ulasan film. Berbagai diskursus publik memperlihatkan bahwa fitur-fitur tersebut dimanfaatkan untuk membangun kesan tertentu di hadapan audiens, sekaligus menunjukkan adanya hierarki taste yang memberikan nilai simbolik pada preferensi film tertentu. Penelitian ini menyimpulkan bahwa taste film di Letterboxd tidak lagi sekadar mencerminkan preferensi menonton, tetapi telah menjadi praktik komunikasi identitas yang terus dinegosiasikan melalui visibilitas di ruang digital. The development of social media has changed the way individuals build and display identity in digital space. The consumption of popular culture, including film, is no longer merely a personal preference, but is also used as a means of self-representation. This study aims to analyze how the performativity of film taste is represented in public discourse concerning Letterboxd, and to explain how film taste functions as a form of impression management and cultural capital in the construction of digital identity. This study uses a qualitative approach with a documentation study technique. Data were obtained through the tracing of digital documents in the form of Letterboxd user profiles and public discourse on social media, particularly X (Twitter) and film menfess accounts, as well as articles and scholarly literature discussing Letterboxd, which were then analyzed interpretively using Erving Goffman's dramaturgy theory and Pierre Bourdieu's concept of cultural capital. The results show that Letterboxd has developed into a digital cultural space that allows users to curate their identity through profile elements, the four favorite films feature, and film reviews. Various public discourses reveal that these features are utilized to build particular impressions before an audience, while also showing a hierarchy of taste that assigns symbolic value to certain film preferences. This study concludes that film taste on Letterboxd no longer merely reflects viewing preferences, but has become a practice of identity communication that is continuously negotiated through visibility in digital space.