Online Identities Creations of Thai Celebrities via Instagram: Why and How

Celebrities use of social media to project their public/private lives is a current rising trend. Online identities creation is a new media culture for self-presentation. This research studied the creation of online identities by Thai celebrities via a social networking application, Instagram. The purposes of the research are (1) to study the reasons for online identities creations via Instagram of Thai celebrities, and (2) to study the types and methods of online identities creations via Instagram of Thai celebrities. This qualitative research focused on the group of celebrities who are actors/actresses, singers, and MCs in Thailand. Nine celebrities who are active Instagram users with a minimum of 70,000 followers were selected. Data was collected from May 2014 - January 2015, using in-depth interviews and content analysis of celebrities’ Instagram pictures. The research found that the two main reasons for online identities creations by celebrities are (1) the psychological reasons, and (2) the technological reasons. Celebrities exhibit patterns of behaviour that reveal a need to belong and a need for self-presentation, and the popularity of Instagram influences the uses of this social technology in their everyday lives. The type of online identities creation by celebrities is a selective self-presentation in positive way. Methods of online identities creation by celebrities are (1) online identities creation via self-presentation, (2) online identities creation via social relationships presentation, and (3) online identities creation via cultural consumption. The research contributed new knowledge in the area of online
identities creation by Thai celebrities, where no other studies have been done
previously. The research combines perspectives from new media and
communication studies and social sciences studies. The literature reviewed
involves studies of online identities creation, media and celebrities, and online
communication via social networking applications.