Krisis identiti peribadi dalam kandungan yang dihasilkan pengguna era digital
Personal identity crisis in user-generated content in the digital era
DOI:
https://doi.org/10.37231/jimk.2025.26.2.933Keywords:
Kandungan yang Dihasilkan, UGC, Pengguna Muslim, Krisis Identiti Peribadi, Pemasaran Digital, Media Sosial, User-Generated Content, Muslim User, Personal Identity Crisis, Digital Marketing, Social MediaAbstract
Kandungan yang dihasilkan pengguna (User-Generated Content, UGC) telah menjadi komponen utama dalam landskap pemasaran digital masa kini. UGC semakin mendapat perhatian dalam kalangan pengguna apabila pelantar media sosial menjadi tumpuan bagi memperoleh pendapat dan maklumbalas tentang produk dan perkhidmatan yang digunakan dan dijadikan panduan oleh pengguna lain untuk membuat pertimbangan sebelum membeli. Namun begitu, peningkatan tekanan sosial, tuntutan algoritma, dan jangkaan jenama telah menimbulkan satu fenomena yang semakin membimbangkan, iaitu krisis identiti peribadi dalam kalangan pencipta kandungan. Kajian ini bertujuan untuk meneroka bentuk-bentuk utama krisis identiti peribadi yang wujud dalam UGC di pelantar media sosial. Kajian ini menggunakan desk research untuk mengumpul data dan dianalisis melalui analisis kandungan kualitatif. Dapatan kajian menunjukkan bahawa krisis identiti peribadi wujud dalam empat bentuk iaitu ketidakselarasan identiti, keresahan terhadap pengiktirafan sosial, perbandingan sosial berterusan, dan kegagalan menyatukan nilai agama dan kandungan yang dihasilkan pengguna. Keempat-empat bentuk krisis tersebut memberikan kesan yang lebih kompleks kepada identiti peribadi seorang Muslim kerana pertindihan antara tuntutan identiti digital dengan tuntutan sebagai Muslim sebenar. Penekanan terhadap nilai-nilai peribadi Muslim seperti berkata benar, amanah, menyampaikan, bijaksana, keikhlasan, bertanggungjawab, dan kesempurnaan perlu dititikberatkan dalam kalangan pengguna era digital.
User-Generated Content (UGC) has emerged as a central component of today’s digital marketing landscape. UGC is increasingly gaining attention among consumers as social media platforms serve as key spaces for obtaining opinions and feedback on products and services, which are often used as references by other users before making purchasing decisions. However, the rise of social pressure, algorithmic demands, and brand expectations has led to a growing phenomenon, namely the personal identity crisis among content creators. This study aims to explore the key forms of personal identity crisis present in UGC on social media platforms. It employs desk research to gather data, which is then analyzed using qualitative content analysis. The findings reveal that personal identity crises manifest in four main forms: identity misalignment, anxiety over social recognition, continuous social comparison, and the failure to reconcile religious values with the content produced. All key forms of the crisis have a more complex impact on the personal identity of a Muslim due to the overlap between the demands of digital identity and the obligations of being a true Muslim. Accordingly, greater emphasis must be placed on upholding core Islamic personal values such as honesty, trustworthiness, responsibility, wisdom, sincerity, and excellence within the digital era.
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