Created by AIAs social media becomes an essential part of everyday life, Generation Z spends much of its time communicating, sharing experiences, and building relationships online. While platforms such as Instagram provide opportunities for self-expression, they also expose users to privacy risks, including data leaks, cyberbullying, identity theft, misinformation, and manipulated content.
For many university students, maintaining a positive online image while protecting personal information has become increasingly challenging. The study explains that concerns over digital privacy have encouraged many students to create second Instagram accounts, commonly known as "finstas," where they can interact with a smaller circle of trusted friends and share more personal content without the pressure of public scrutiny.
The researchers conducted a qualitative case study involving university students in Palu City, Indonesia. Data were gathered through classroom observations and in-depth interviews to explore how students manage their privacy while actively participating on Instagram. The findings were analyzed using qualitative data reduction, data display, and conclusion verification techniques to identify common patterns in students' digital behavior.
The study reveals that second Instagram accounts serve multiple purposes beyond simply hiding personal information. Instead, they function as digital spaces where students can communicate more honestly while maintaining control over who has access to their private lives.
Several important findings emerged from the research:
Students deliberately limit the number of followers on their second Instagram accounts to ensure that only trusted friends can view their posts.
They use these private accounts to express emotions, frustrations, and personal experiences that they would not feel comfortable sharing on their primary public accounts.
Before posting sensitive content, students still carefully filter and consider what information should remain private.
Second accounts provide opportunities for self-reflection, encouraging users to evaluate their online behavior and become more responsible social media users.
Students also use second accounts to clarify misinformation or defend themselves when their primary accounts receive negative comments or become targets of cyberbullying.
One of the study's most significant findings is that second Instagram accounts are not merely secret profiles but strategic communication tools. Rather than abandoning their public identities, students separate different aspects of their lives between public and private spaces.
According to the researchers, students typically present a polished and carefully curated image on their primary Instagram accounts through inspirational captions, edited photos, and socially acceptable content. In contrast, their second accounts become spaces where they can openly discuss disappointments, emotional struggles, and everyday experiences with close friends who understand their circumstances.
The research also highlights the growing impact of digital privacy threats in Indonesia. Participants described experiences involving leaked private conversations, manipulated photos and videos, online harassment, and the spread of false information that damaged their reputations. In several cases, edited content and unauthorized sharing of personal information caused emotional distress and affected relationships with family and friends.
Drawing on Communication Privacy Management Theory, the authors explain that individuals continuously decide which information should be disclosed publicly and which should remain private. Generation Z students actively manage these privacy boundaries by using separate accounts for different audiences. This allows them to balance authenticity with personal security while reducing the risks associated with excessive online exposure.
The researchers also found that second accounts can play an important role in responding to online attacks. When students become victims of cyberbullying or identity manipulation, they often use their secondary accounts to clarify misinformation, defend themselves in comment sections, or provide additional context that cannot easily be communicated through their primary profiles. This strategy helps protect their digital reputation while maintaining greater control over online interactions.
The findings carry important implications for digital literacy and mental well-being. As privacy concerns continue to grow alongside increased social media use, universities, educators, and policymakers can encourage students to develop stronger digital privacy awareness rather than simply discouraging social media use. The study suggests that responsible privacy management, thoughtful content sharing, and digital self-reflection are essential skills for navigating today's online environment.
According to Hary Azis and colleagues from Universitas Abdul Azis Lamadjido and Universitas Tadulako, second Instagram accounts should be understood not as tools for deception but as mechanisms for managing privacy, protecting mental well-being, and maintaining authentic self-expression in increasingly complex digital spaces.
Author Profile
Hary Azis is a researcher and lecturer in the Communication Science Program, Faculty of Social and Political Sciences, Universitas Abdul Azis Lamadjido. This study was conducted in collaboration with Adelia Ismayana Nawawi, Fawzy Ismut Tawil, Nurliana, Rahmawati Hi. Nawir (Universitas Abdul Azis Lamadjido), and Giska Mala Rahmarini and Donal Adrian from the Communication Science Program, Universitas Tadulako. Their research focuses on digital communication, social media behavior, privacy management, and communication studies among Generation Z.
Research Source
Article Title: Self-Privacy Management of Generation Z on Social Media: A Study of Second Instagram Account Use
Authors: Hary Azis, Adelia Ismayana Nawawi, Fawzy Ismut Tawil, Nurliana, Rahmawati Hi. Nawir, Giska Mala Rahmarini, Donal Adrian
Journal: Jurnal Sosial, Politik dan Budaya (SOSPOLBUD)
Volume: 5, Issue 2
Year: 2026
Pages: 151–158
DOI: https://doi.org/10.55927/sospolbud.v5i2.17094
Journal Website: https://journal.formosapublisher.org/index.php/sospolbud
0 Komentar