Toxic Positivity Content Uploads on Instagram in Encouraging the Growth of Hustle Culture Gen Z

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Keywords: Toxic Positivity, Hustle Culture, Virtual Ethnography, Gen Z

Abstract

Exposure to toxic positivity content uploads on Instagram during the pandemic has motivated some Gen Z to act hustle. This research uses a virtual ethnographic approach to see digital interactions, media-making processes, and individual motivation in interpreting toxic positivity content on Instagram, which can build Gen Z Surabaya to act hustle. This research shows that there are factors in the scope of friendship, frame of reference, field experience, to family in building motivation to act hustle through consumed toxic positivity content. It can be concluded that Instagram is a medium for the media-making process of turning content into an action that can affect the lives of its users.

Author Biography

Zainal Abidin Achmad, UPN Veteran Jawa Timur

Dr. Zainal Abidin Achmad, S.Sos., M.Si., M.Ed. adalah dosen Ilmu Komunikasi di Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Pembangunan Nasional Veteran Jawa Timur, Indonesia. Ia menjadi reviewer di Jurnal MKP Universitas Airlangga (Sinta 2), Jurnal ETNOSIA Universitas Hasanuddin (Sinta 2), Jurnal Komunikasi Islam UIN Sunan Ampel Surabaya (Sinta 2). Ia memiliki pengalaman kerja dalam berbagi aktivitas advokasi dan community development bersama berbagai Kementerian, NGO dalam dan luar negeri dan badan dunia (Kementerian PUPR, BAPPENAS, Kemenkopolhukam, Kemendagri, Kemenag, Reform Institute, LP3ES, PUPUK, REDI, The Asia Foundation, World Bank, USAID, AusAID, UNICEF). Ia memiliki kontribusi dalam serangkaian riset opini dan exit poll pada pemilu dan pemilukada di wilayah Indonesia. Saat ini, Ia memiliki konsistensi mendorong penerapan Index Democracy Indonesia sejak berpartisipasi dalam UNDP IDI-Project. Ia memiliki pengalaman mengajar jurnalistik pers, hukum media massa, komunikasi politik, sosiologi komunikasi, media relations, dan komunikasi pemasaran. Ia memiliki pengalaman sebagai dosen tamu di Universitas Airlangga Surabaya, ITS Surabaya, UNTAG Surabaya, UHT Surabaya, STAI Lukman Al-Hakim Surabaya, UNMUH Gresik, dan UNMUH Gorontalo. Gelar sarjana (S.Sos.) diperoleh dari Ilmu Komunikasi, Universitas Airlangga Surabaya. Gelar master pertama (M.Si.) diperoleh dari Ilmu Ilmu Sosial, Universitas Airlangga Surabaya. Gelar master kedua (M.Ed.) diperoleh dari Bilingual Education, Rangsit University, Thailand. Sedangkan gelar doktor (Dr.) diperoleh dari Ilmu Sosial, Universitas Airlangga, Surabaya. Ia lahir di Pacitan, pada tanggal 19 Mei 1973. Memiliki berbagai aktivitas profesi dan sosial. Antara lain, sebagai (1) Ketua Ikatan Alumni Komunikasi Universitas Airlangga, periode 2019-2024. (2) Pengurus Himpunan Pembina Bahasa Indonesia (HPBI) Jawa Timur, periode 2019–2024. (3) Wakil ketua bidang penerbitan ilmiah, Ikatan Sarjana Komunikasi Indonesia (ISKI) Jawa Timur, periode 2018-2023. (4) Humas Ikatan Alumni FISIP Universitas Airlangga, periode 2018-2023. (5) Wakil Ketua Bidang Humas, Publikasi dan Dokumentasi, Ikatan Alumni Lemhannas RI (IKAL), Komisariat Provinsi Jawa Timur, periode 2017-2022.

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Published
2023-03-31
How to Cite
Achmad, Z. A., & Lubna, P. N. C. (2023). Toxic Positivity Content Uploads on Instagram in Encouraging the Growth of Hustle Culture Gen Z . JOSAR (Journal of Students Academic Research), 8(1), 72-89. https://doi.org/10.35457/josar.v9i1.2730
Section
Articles