ABSTRACT The development of communication technology makes a new form of persona management strategies. Facebook is one of social media, which can make the borders of public persona and private persona to be blurred and invisible. This research aims to explore the persona management in pseudonym practice through psychoanalysis approach by Japanese popular culture’s fans on Facebook by separating their personas in RL (Real Life) account and fannish account. This research is a qualitative research and using constructivism paradigm. Data collection was obtained by unstructured interviews submitted to two Facebook users. The data is then processed and analyzed interpretively. Study found that the main motive of fans using pseudonimity in social media is to avoid the stereotype threats from their real-life society. Virtual ethnography methods are also used which depart from virtual participatory observation methods for pseudonym accounts and participant RL accounts Study also found that there’s a new form of persona management strategies by using social media’s technology features such as blocking, unfriend-ing, and using privacy setting feature, and the other strategies. So, their persona is public yet private towards some audience. Keywords; fandom, persona, pseudonym, fans, popular culture. ABSTRAK Perkembangan teknologi komunikasi menciptakan bentuk baru dari strategi manajemen persona. Facebook adalah salah satu media sosial yang dapat membuat batasan sehingga persona publik dan privat menjadi kabur dan tidak terlihat. Penelitian ini bertujuan untuk mengeksplorasi manajemen persona dalam praktik pseudonim melalui pendekatan psikoanalisis yang dilakukan para fans budaya populer Jepang yang melakukan pemisahan persona mereka di akun RL (Real Life) dan akun fans. Penelitian kualitatif ini menggunakan paradigma konstruksivisme. Pengumpulan data diperoleh dengan wawancara tidak terstruktur yang diajukan kepada dua orang pengguna Facebook. Data kemudian diolah dan dianalisis secara interpretif. Metode virtual ethnography juga digunakan yang berangkat dari metode observasi partisipatif secara virtual untuk akun pseudonim dan akun RL partisipan. Temuan studi menunjukan terdapat motif utama dari fans yang menggunakan pseudonim dalam media sosial yaitu untuk menghindari ancaman stereotype dari kehidupan sosial yang nyata. Studi juga menemukan adanya bentuk baru dari strategi manajemen persona dengan menggunakan fitur teknologi sosial media seperti blocking, unfriend-ing, privacy setting dan lainnya. Dengan demikian persona mereka bersifat publik karena disebarluaskan melalui media sosial namun tetap bersifat pribadi dalam hubungannya dengan pengguna media sosial lainnya. Kata kunci; fandom, persona, pseudonim, fans, budaya populer

fandom; persona;l pseudonym;, fans; popular culture

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